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Senators target enhanced game experience with casino partnership

NHL ice hockey franchise the Ottawa Senators has agreed a five-year partnership with Rideau Carleton Casino, future home of Hard Rock Casino Ottawa.

The Rideau Carleton is currently working with Hard Rock International on a C$318m (€211.2m/$244.5m) renovation and will serve as the official casino of the team. The collaboration includes the creation of the Hard Rock Club overlooking the ice from the 100 level concourse at the Senators’ Canadian Tire Centre arena.

The Hard Rock Club will offer 1,500 square-feet of bar, music memorabilia and activation space. In addition, all Rideau Carleton Casino Rock Star Rewards members will receive exclusive offers on food, tickets and Sens Store items at the arena. Activations will be launched throughout the season, both at Canadian Tire Centre and Rideau Carleton Casino, including live entertainment, afternoon game shuttles and viewing parties.

Ottawa Senators’ senior vice-president of corporate strategy and sales, Mark Bonneau, said: “The Rideau Carleton Casino is looking to create unique opportunities that will showcase the brand’s love for entertainment and social atmosphere, which is a perfect match for the atmosphere we want to deliver at Senators games. We feel this partnership will be a great addition and will help amplify the game experience.”