MIAMI GARDENS, Fla. – South Florida Motorsports (SFM) and Hard Rock International announced today a new multi-year naming rights agreement for the FORMULA 1 HARD ROCK MIAMI GRAND PRIX, uniting two globally-recognized brands. After becoming a Founding Partner at the inaugural race in 2022, Hard Rock is further strengthening its commitment to one of the world’s most iconic events, where sports, entertainment, business and culture come together on an international stage.
Since 2016, Hard Rock, the iconic hospitality and entertainment brand, has held the naming rights to Hard Rock Stadium, home of the NFL’s Miami Dolphins and the centerpiece of the Miami International Autodrome. The venue features the Team Village, expanded paddock and one of the most distinctive fan atmospheres in Formula 1. This new agreement builds on Hard Rock’s long-term commitment to the FORMULA 1 HARD ROCK MIAMI GRAND PRIX, which is contracted to remain on the Formula 1 calendar through 2041.
A new era coming to #MiamiGP pic.twitter.com/Z48et9KUIp
— F1 Miami Grand Prix (@f1miami) August 31, 2026
About Hard Rock
“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,” said Katharina Nowak, President of the FORMULA 1 HARD ROCK MIAMI GRAND PRIX.
“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. Together, we will seek to set a new standard of what is possible when the best of racing, entertainment and culture converge in Miami, and we could not be more excited for this new chapter together.”
The new agreement will see Hard Rock incorporated into the official event title and logo, in addition to extensive branding across the podium, the official Fan Fest and highly visible trackside signage throughout the Miami International Autodrome. Hard Rock will also continue to produce live entertainment at the track, building on its history of introducing audiences to some of the world’s largest entertainers from a wide variety of genres each race weekend. The partnership begins with the 2027 race, with a date to be announced soon.
Live Entertainment
“Hard Rock has been a proud partner of the FORMULA 1 HARD ROCK MIAMI GRAND PRIX since its inception, and it has emerged as one of the premier events on the global sports and entertainment calendar,” said Jim Allen, Chairman of Hard Rock International. “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.”
Welcome to the Formula 1 Hard Rock Miami Grand Prix pic.twitter.com/2w3oBXXzfG
— F1 Miami Grand Prix (@f1miami) September 1, 2026
The highly sought after Hard Rock Beach Club area has become one of the landmark features of the Miami International Autodrome and is set to undergo an exciting revamp for the 2027 event.
Located on the outside of Turns 11 to 13, the space is one of the premier hospitality destinations at the FORMULA 1 HARD ROCK MIAMI GRAND PRIX. Bringing a party atmosphere mixed with music festival to the racetrack, Hard Rock Beach Club ticket holders can enjoy world-class live outdoor performances, luxury cabanas with views of the on-track action, and an elevated food and cocktail menu that keeps the energy going throughout the weekend.
Over the past five years, global music icons including Post Malone, Ed Sheeran, Pitbull, Zedd, Marshmello, The Chainsmokers, Kygo, Steve Aoki, Kaskade, Nelly and DJ Diesel have all performed at Hard Rock Beach Club during race weekend, with their sets broadcast throughout the MIA Campus.
At the inaugural race in 2022, Hard Rock sponsored the official opening party and official after-party at Seminole Hard Rock Hollywood and The Guitar Hotel, and since then has offered numerous other official live entertainment experiences associated with race weekend.
About Post Author
More Stories
Heat Sign J’Vonne Hadley
Heat Sign Nick Richards
Heat Sign Klay Thompson