- New partnership agreement with global entertainment and lifestyle brand Hard Rock will rename the event to the FORMULA 1 HARD ROCK MIAMI GRAND PRIX
- As an original Founding Partner, Hard Rock’s expanded commitment further cements its brand at the intersection of sports, entertainment and culture alongside one of the most recognized sporting events in the world
- New partnership to begin with Miami’s sixth edition of the race to be held in 2027
Photos for media use
Photo Credit: FORMULA 1 HARD ROCK MIAMI GRAND PRIX
MIAMI GARDENS, Fla., Sept. 1, 2026 /PRNewswire/ — 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.
“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.
“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,” 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.”
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 FORMULA 1 HARD ROCK MIAMI GRAND PRIX
The FORMULA 1 HARD ROCK MIAMI GRAND PRIX, established in 2022 on the FIA Formula 1® World Championship calendar, is the premier culmination of world-class racing, fan experience, entertainment and hospitality, located in Miami Gardens, Florida. The event is hosted by South Florida Motorsports (SFM), who was awarded Promoter of the Year by Formula 1 in 2025, and by the judges of the prestigious Autosport Awards in 2026.
The race was also recognized as Best New Event of 2022 by Sports Business Journal and was awarded the prestigious FIA Three-Star Environmental Accreditation rating for its overall sustainability and environmental management efforts. Now entering its sixth edition, the FORMULA 1 HARD ROCK MIAMI GRAND PRIX is held at the Miami International Autodrome, a 19-turn, 3.36-mile track within the complex of Hard Rock Stadium, the home of the legendary Miami Dolphins NFL team. For more information please visit: media.f1miamigp.com
About the MIAMI INTERNATIONAL AUTODROME
The Miami International Autodrome (MIA), established in 2022 with the debut of the FORMULA 1 HARD ROCK MIAMI GRAND PRIX, has become one of the fastest-growing motorsports circuits in the world. The autodrome, which is built around the iconic Hard Rock Stadium, consists of five FIA Grade One track configurations, including the 19-turn, 5.41km Grand Prix circuit, the Extended Marina Loop (19 turns, 4.52km), the Marina Loop (18 turns, 3.94km), the Extended MIA Loop (13 turns, 2.30km) and finally the MIA Loop (14 turns, 2.83km).
The circuit has hosted a wide range of racing series since opening in 2022, including Formula 1, F1 Academy, Ferrari Racing Days, Porsche Carrera Cup and the W Series. The Miami International Autodrome also hosted Formula E’s Evo Sessions in 2025 and the Miami E-Prix in 2026. The circuit is home to the Precision Drive Club, a private driving club with exclusive access to the track. Community events such as the Dolphins Cancer Challenge, the NFL’s largest philanthropic event with more than $100 million raised for cancer research over the past 16 years, also utilize the MIA facilities.
About HARD ROCK®
Hard Rock International (HRI) is one of the most globally recognized companies with venues in nearly 80 countries spanning more than 300 venues including owned/licensed or managed Hotels, Casinos, Rock Shops®, Live Performance Locations and Cafes. Beginning with an Eric Clapton guitar, Hard Rock owns the world’s largest and most valuable collection of authentic music memorabilia with more than 89,000 pieces displayed at locations around the globe. The Unity™ by Hard Rock global loyalty program rewards members for doing the things they love across participating properties. In addition, Hard Rock Digital spotlights the sports betting and iGaming experience with products remixed in the spirit of Hard Rock for players worldwide.
HRI has received numerous industry, destination and workplace awards across the travel, hospitality, gaming, entertainment and food & beverage sectors. HRI currently holds investment grades from primary investment-grade rating agencies: S&P Global Ratings (BBB), Moody’s Investors Service (Baa2), and Fitch Ratings (BBB). For more information on Hard Rock International, visit www.hardrock.com or shop.hardrock.com.
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SOURCE Hard Rock International
