Formula 1 Miami Grand Prix to be renamed Hard Rock Miami Grand Prix
South Florida Motorsports and Hard Rock International have announced a new multi-year naming rights agreement for the upcoming FORMULA 1 HARD ROCK MIAMI GRAND PRIX, marking a significant milestone for both brands. The new partnership will see the event renamed to include Hard Rock, cementing the iconic hospitality and entertainment brand's presence in the world of Formula 1.
Katharina Nowak, President of the FORMULA 1 HARD ROCK MIAMI GRAND PRIX, expressed excitement over the partnership, stating, "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."
The agreement, which begins with the 2027 race, reflects Hard Rock's long-standing commitment to the event. Since 2022, Hard Rock has been a Founding Partner, sponsoring the official opening and after-parties. The new deal will integrate Hard Rock into the official event title and logo, with extensive branding across various locations, including the podium, Fan Fest, and trackside signage.
Hard Rock's Chairman, Jim Allen, said, "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. This partnership reflects Hard Rock's commitment to delivering world-class experiences to international audiences."
The partnership will enhance the race week experience, with Hard Rock continuing to produce live entertainment at the track. The Hard Rock Beach Club area, a landmark feature of the Miami International Autodrome, will undergo an exciting revamp for the 2027 event, offering luxury cabanas with views of the on-track action and world-class live outdoor performances. Over the past five years, the club has hosted performances by global music icons such as Post Malone, Ed Sheeran, and Pitbull.
The FORMULA 1 HARD ROCK MIAMI GRAND PRIX, established in 2022, is the premier culmination of world-class racing, fan experience, entertainment, and hospitality. The event is hosted by South Florida Motorsports, which was awarded Promoter of the Year by Formula 1 in 2025 and Best New Event of 2022 by Sports Business Journal. The Miami International Autodrome, built around Hard Rock Stadium, features five FIA Grade One track configurations, hosting a range of racing series and community events.
With Hard Rock's expanded commitment, the event aims to set a new standard for the convergence of racing, entertainment, and culture in Miami. Both partners are looking forward to continuing their collaboration to deliver a memorable experience for fans and participants alike.