Hard Rock Bet Launches 'Bodega-Scented' Soap for New Yorkers

New Yorkers can soon experience the distinct aroma of a neighborhood bodega with the launch of a new soap from Hard Rock Bet. The product, part of the company's Rival Rinse promotion, aims to engage sports fans by offering unique, city-themed scents.

The soap, named SuDway, is designed to evoke the smell of a "New York slice with hints of bodega," according to the brand's description. It is shaped like a football and features a light blue color.

This novelty item is not available for purchase in stores. Instead, it can be obtained through the Hard Rock Bet Rewards store, accessible within the betting app, as a limited-run promotional item. The company stated the cleanser is not for sale.

Hard Rock Bet has introduced six football-shaped soaps, each inspired by different cities and fan bases across the country. These soaps are intended to help fans "wash away the shame, scrub off the betrayal and return to your true colors."

Other scents include "America’s Clean" for Dallas, described as smoky mesquite with hints of rodeo, and "Brotherly Scrub" for Philadelphia, which offers a cheesesteak scent with a touch of liberty. Soaps for Tampa Bay, Miami, and Jacksonville have already been released and are noted as sold out. The Tampa Bay soap reportedly smells of oak cask with swashbuckling notes, Miami's captures cafecito with a Havana breeze scent, and Jacksonville's DUUUVALather features tropical citrus with a saltwater breeze aroma.

The Rival Rinse promotion was announced via social media, with some users expressing confusion and amusement at the concept of a betting platform releasing scented soap. The initial announcement on X (formerly Twitter) prompted reactions such as "Wtf?" and "Really bro," with one user humorously noting they had set notifications for what turned out to be soap information.