Hard Rock Bet wants to help football fans swerve the period of post-Super Bowl misery with its new “I Bet I Will Survive” campaign.
The campaign went live immediately after the conclusion of Super Bowl LX and before the 200-plus days until the NFL returns in September.
Key Takeaways
- The campaign is about finding ways to enjoy Hard Rock Bet after the Super Bowl.
- March Madness will arrive in just over a month.
- The FIFA World Cup and NBA Finals headline marquee summer betting opportunities.
The campaign includes 30- and 60-second commercials that add a comedic twist to Gloria Gaynor’s notorious anthem “I Will Survive.”
The scene portrays a man sitting in his car during a downpour, when a voice on the radio tells him that there are only 200 more days until the NFL season returns.
After an initial wave of despair, the man’s spirits perk up as he sings about the opportunities to use Hard Rock Bet during the offseason and to bridge the gap until football returns.
We will survive this off season together 🤘 pic.twitter.com/QKMmlsAafA
— Hard Rock Bet (@HardRockBet) February 9, 2026
“The end of football season always leaves fans feeling a little heartbroken, so we wanted to flip that emotion on its head and invite everyone to turn the offseason on with a high-energy, feel-good anthem,” said Lauren Varnas, VP of brand marketing at Hard Rock Digital. “‘I Bet I Will Survive’ reminds fans that the fun doesn’t stop when the Super Bowl ends – it just shifts. There’s always another game, another moment, and another reason to keep the party going with Hard Rock Bet.”
To supplement the ad, Hard Rock Bet is releasing the song for streaming on Apple Music, Spotify, Amazon Music, Pandora, Tidal, and Soundcloud.
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Keeping the ball rolling
The American Gaming Association (AGA) estimated before the Super Bowl that Americans in 39 states with legalized sports betting would wager $1.76 billion at regulated sportsbooks. That does not include offshore sportsbooks or prediction platforms.
Despite the impressive numbers, the traditional “dead season” in sports betting does not occur after the Super Bowl. That title is reserved for the period in the middle of the summer, when most of America’s major sports leagues are out of session.
Although there are 205 days between the Super Bowl and the beginning of September, Hard Rock Bet users and other sportsbook customers can find action in the NBA, MLB, NHL, golf, soccer, and more leagues.
“This is the kind of idea that only works if you truly understand fan culture,” said Peter Hughes, group creative director at 72andSunny NY. “While everyone else fights to be louder during the game, this waits for the final whistle hangover and turns the end of football into the start of something new to love.”
Upcoming betting events
With the Super Bowl out of the way, the next largest sporting event on the horizon is March Madness. The AGA estimated before last year’s tournament that $3 billion, or 70% more than what they estimated for the Super Bowl, would be wagered across the entire bracket.
The NBA Finals will also arrive in June, as will the FIFA World Cup. Sixteen cities across the United States, Canada, and Mexico will host matches leading to the World Cup Final at MetLife Stadium in East Rutherford, New Jersey, on July 19.
