Hard Rock is set to become the official title sponsor for the Formula 1 Miami Grand Prix beginning in the 2027 season, stepping in to replace Crypto.com. The new multi-year partnership unites two prominent lifestyle and sporting brands, locking in the event's official title as the Formula 1 Hard Rock Miami Grand Prix through its current calendar contract ending in 2041.
"Hard Rock has been part of Miami's Formula 1 story from the beginning, and we are incredibly proud to welcome them as the new title partner of the Formula 1 Hard Rock Miami Grand Prix," said Miami GP president Katharina Nowak. She added that the collaboration marks a fresh era for the race as it builds upon the triumphs of its initial five years.
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SubscribeThe agreement introduces widespread Hard Rock branding across the venue, incorporating logos and visuals into the official event title, trackside areas, paddocks, fan zones, and the podium. Beyond standard signage, Hard Rock will maintain its integral role in organizing massive live music and entertainment performances that have previously drawn crowds with artists like Nelly, Zedd, Marshmello, and Kane Brown.
Hard Rock International, owned by the Seminole Tribe of Florida, has held naming rights for the Miami Dolphins stadium since 2016. The expanded partnership will also feature a heavily revamped Beach Club hospitality area situated near Turns 11 to 13, offering ticket-holders exclusive track views, private cabanas, and premium dining experiences.
Expanding a Legacy of Entertainment in Miami
"This partnership reflects Hard Rock's commitment to delivering world-class experiences to international audiences," stated Hard Rock chairman Jim Allen. Organizers expect the alliance to set a fresh benchmark for how global sports, entertainment, and culture converge on a single racing stage.
The transition highlights a strengthening bond between the race organizers and a brand that has served as an original founding partner since the inaugural Miami Grand Prix in 2022. Rather than introducing an entirely outside corporate entity, event executives chose to lean deeper into a local partner deeply embedded in the region's sports identity.
"They have been alongside us in growing Hard Rock Stadium into a global sports and entertainment destination for more than a decade," Nowak emphasized while discussing the long-term collaboration between South Florida Motorsports and the entertainment giant.
With hundreds of cafes, restaurants, hotels, and casinos globally, Hard Rock aims to leverage its international hospitality footprint to elevate the overall race week atmosphere for international travelers and local fans alike.