Hard Rock becomes Title Partner of Formula 1 Hard Rock Miami Grand Prix

• South Florida Motorsports and Hard Rock International have put pen to paper on a new deal
• The multi-year agreement renames the Formula 1 Miami Grand Prix to the Formula 1 Hard Rock Miami Grand Prix and designates Hard Rock a title partner of the event
• Details regarding the 2027 edition of the much-anticipated racing event are expected to be released in due time

The leading gaming, hospitality and entertainment company, Hard Rock International (HRI), reaffirms its dedication toFormula 1under a new agreement with South Florida Motorsports (SFM).

The new multi-year naming rights agreement covers the Formula 1 Hard Rock Miami Grand Prix, set to take place in 2027.

Racing fans can expect thrilling experiences

The latest alliance designates Hard Rock as a Title Partner for the upcoming and exciting event.

In 2022, the company became a Founding Partner of the inaugural race and thanks to the latest agreement, Hard Rock is further cementing its commitment to one of the most iconic events in the world that fuses sports, business, entertainment and culture.

Under the deal with SFM, Hard Rock’s logo will be incorporated into the event title and logo.

The leading gaming and entertainment company will also benefit from brand exposure across the podium, the official Fan Fest and trackside signage at the Miami International Autodrome.

Not unexpectedly, Hard Rock will also deliver live entertainment and activations at the track, reaffirming its position as a leading entertainment company.

In a press release, Hard Rock confirmed that the new partnership will kick off with the 2027 race and precise dates are expected to be released in due time.

The Hard Rock Beach Club area at the Miami International Autodrome has become one of the landmark features, and the venue is expected to undergo a renovation ahead of the 2027 event.

Hard Rock Beach Club offers supreme hospitality and entertainment, considering its strategic location outside of Turns 11 to 13.

Over the years, global music icons like Pitbull, Post Malone, Kygo, Ed Sheeran and The Chainsmokers, among others, have performed at Hard Rock Beach Club during race weekends.

Hard Rock is delighted to serve as Title Partner of the much-anticipated racing event

Jim Allen, Hard Rock International’s Chairman, shared his excitement about the new multi-year naming rights agreement.

"Hard Rock has been a proud partner of the Formula 1 Miami Grand Prix since its inception, and it has emerged as one of the premier events on the global sports and entertainment calendar," he said.

Moreover, Allen pointed out: "This partnership reflects Hard Rock's commitment to delivering world-class experiences to international audiences. We look forward to continuing our work with South Florida Motorsports to enhance the race week experience while further elevating the Hard Rock brand on one of the most impressive stages in sports."

Katharina Nowak, the President of the Formula 1 Hard Rock Miami Grand Prix, was similarly excited.

"Hard Rock has been part of Miami's Formula 1 story from the very beginning, and we are incredibly proud to welcome them as the new Title Partner of the Formula 1 Hard Rock Miami Grand Prix," she said.

Finally, Nowak predicted that Hard Rock would set a new standard for racing entertainment in Miami and deliver unforgettable experiences to visitors to the event.

Image credit: Hard Rock International