Hard Rock named title partner of Formula 1 race in Miami as part of multi-year agreement

Hard Rock International has formed a new multi-year naming rights agreement with South Florida Motorsports (SFM), rebranding Formula 1’s annual race in Miami as the Formula 1 Hard Rock Miami Grand Prix. 

The operator originally became a Founding Partner of the Formula 1 Miami Grand Prix in 2022, as the extended collaboration is set to kick off during the 2027 edition of the race, with an official date still to be announced by Formula 1. 

Race President Katharina Nowak spoke on the new agreement, having said, "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. 

"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. 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."

Hard Rock will also receive extended podium branding following the race and “highly visible” trackside signage throughout the Miami International Autodrome.

"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," Hard Rock Chairman Jim Allen said. 

"This partnership reflects Hard Rock's commitment to delivering world-class experiences to international audiences. We look forward to continuing our work with (SFM) to enhance the race week experience while further elevating the Hard Rock brand on one of the most impressive stages in sports."

Hard Rock International and Seminole Gaming also unveiled new initiatives, research partnerships and education resources for its PlayersEdge program on August 31 to celebrate the return of Responsible Gambling Education Month (RGEM) this September.

RGEM is currently led by the American Gaming Association to help promote gambling literacy, evaluate team member training and increase awareness of problem gambling resources.