Hard Rock International, the US hotel, restaurant, and casino chain, has expanded its presence in motor racing’s elite Formula (F1) series after securing title sponsorship rights to the Miami Grand Prix from next year.
The multi-year agreement, signed with race promoter South Florida Motorsports, will see the US event renamed the ‘Formula 1 Hard Rock Miami Grand Prix’ from the 2027 edition.
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Hard Rock will also gain extensive branding across the podium, the official fan festival, and trackside signage throughout the Miami International Autodrome.
The brand replaces international cryptocurrency platform Crypto.com, which has held title rights since the Miami GP’s inaugural edition in 2022. Its deal ended following this year’s race on May 3.
Crypto.com retains a presence in F1, having extended its agreement to continue as the series’ exclusive crypto partner through 2030.
Katharina Nowak, president of the F1 Hard Rock Miami GP, said: “This partnership marks a new era for our race, as we look to build upon the success of our first five years and continue to evolve alongside one of the most iconic and culturally significant brands in the world in Hard Rock.
“They have been alongside us in growing Hard Rock Stadium into a global sports and entertainment destination for more than a decade and in establishing our race as one of the defining moments on the Formula 1 calendar.”
The new agreement builds on Hard Rock’s ties with the Miami GP, having signed on as a founding partner of the race weekend ahead of its debut, with the company sponsoring the official opening party and after party at its Seminole Hard Rock Hotel & Casino for the inaugural edition.
The company will continue to produce live entertainment at the track via its Hard Rock Beach Club area, located outside of Turns 11 to 13, which is set to undergo a revamp in time for the 2027 edition.
Hard Rock already holds the naming rights to Hard Rock Stadium, home of American football’s Miami Dolphins, which sits at the center of the Miami International Autodrome race venue.
The company enjoys a wide presence across the sport, having served as a presenting partner for the inaugural Las Vegas GP in 2023. It also has an ongoing partnership with motor racing team Red Bull through 2027.
Last year, it was announced that the Miami GP will remain on the F1 calendar through at least 2041 after South Florida Motorsports secured a 10-year extension to host the race. The promoter’s current contract runs through the 2031 season.
The Miami GP is one of three US races on the F1 calendar alongside the Las Vegas GP and the United States GP in Austin.
