Hard Rock International has agreed a new multi-year naming rights deal with South Florida Motorsports for the Miami Grand Prix.
The move extends a relationship that began when the brand became a Founding Partner at the race’s inaugural edition in 2022.
The event will now be officially titled the Formula 1 Hard Rock Miami Grand Prix from 2027, with Hard Rock incorporated into the event’s title and logo, alongside branding across the podium, the official Fan Fest, and trackside signage throughout the Miami International Autodrome.
Hard Rock has held naming rights to Hard Rock Stadium since 2016, home of the NFL’s Miami Dolphins and the centrepiece of the Autodrome complex the Grand Prix is built around.
The race itself 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,” said Katharina Nowak, President of the 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.”
The move comes after Nowak’s first race as President this year, and following her inclusion in Sector50 – a list of the 50 individuals who have had a defining impact on the commercial side of the sport over the past twelve months.
She pointed specifically to the stadium relationship as the foundation the new title deal builds on, rather than treating it as a standalone sponsorship arrangement.
“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,” added Nowak.
“Together, we will seek to set a new standard of what is possible when the best of racing, entertainment and culture converge in Miami.”
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.
Katharina Nowak
Hard Rock will continue producing live entertainment at the Autodrome as part of the agreement, building on a run of performers that has included Post Malone, Ed Sheeran and Pitbull.
The Hard Rock Beach Club, located on the outside of Turns 11 to 13 is an entertainment space set for a revamp ahead of the 2027 race, its sixth edition on the calendar.
“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,” Jim Allen, Chairman of Hard Rock International, said.
“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.”
