Hard Rock International is taking its partnership with Formula 1’s Miami Grand Prix to the next level, becoming the event’s title partner from the 2027 season under a new multi-year agreement with South Florida Motorsports.
The race will be renamed the FORMULA 1 HARD ROCK MIAMI GRAND PRIX, with Hard Rock gaining integration across the event’s official name and logo, as well as prominent branding around the Miami International Autodrome.
The deal represents an evolution of a relationship that dates back to the inaugural Miami Grand Prix in 2022, when Hard Rock joined the event as a founding partner. Since then, the brand has built a significant presence around the race through the Hard Rock Beach Club, hospitality programmes and live entertainment.
Katharina Nowak, President of the FORMULA 1 HARD ROCK MIAMI GRAND PRIX, 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, 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.”
Jim Allen, Chairman of Hard Rock International, added, “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. 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.”
As part of the expanded agreement, Hard Rock Beach Club will undergo a revamp ahead of the 2027 event. Positioned around Turns 11–13, the venue has become one of the Grand Prix’s signature destinations, combining trackside viewing with hospitality, food and beverage and live music.
The partnership also builds on Hard Rock’s longstanding connection with the venue itself. The company has held naming rights to Hard Rock Stadium since 2016, with the stadium serving as the centrepiece of the Miami International Autodrome.
The expanded partnership comes amid the continued commercial growth of the Miami Grand Prix. Formula 1 extended its agreement with South Florida Motorsports in 2025, securing the race on the calendar through 2041.
For Hard Rock, the title rights provide a high-profile global platform connecting its sports, hospitality and entertainment businesses with one of Formula 1’s fastest-growing events.
