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Hard Rock International is taking on a bigger role at Formula 1’s Miami race, with South Florida Motorsports announcing a new multi-year naming rights agreement for the event beginning in 2027. The race will be branded as the FORMULA 1 HARD ROCK MIAMI GRAND PRIX, adding Hard Rock to the official event title and logo.
Hard Rock has been involved with the event since its inaugural race in 2022 as a founding partner. It has also held the naming rights to Hard Rock Stadium since 2016, giving the brand an even deeper tie to one of South Florida’s biggest sports and entertainment weekends.
What changes with the new agreement
According to the announcement, Hard Rock branding will expand across the event starting with the 2027 race. That includes the podium, the official Fan Fest and trackside signage throughout the Miami International Autodrome.
Hard Rock will also continue producing live entertainment at the track. In addition, the Hard Rock Beach Club — located outside Turns 11 through 13 — is set for a revamp for the 2027 event, though specific changes were not disclosed.
Katharina Nowak, president of the FORMULA 1 HARD ROCK MIAMI GRAND PRIX, said the partnership marks “a new era” for the race as organizers look to build on the event’s first five years.
What it means for Florida fans
For fans attending the race, the biggest visible change will be more Hard Rock branding and hospitality integration across race weekend rather than any announced change to the sporting format itself. The event is already one of the most prominent sports-and-entertainment showcases in Florida, and Hard Rock’s expanded role continues a partnership that has included live music programming and off-track events.
The company said it has been part of the Miami Grand Prix since the beginning, including sponsorship of the official opening party and after-party at Seminole Hard Rock Hollywood and The Guitar Hotel during the inaugural 2022 race weekend.
What to watch next
The new naming-rights deal starts with the 2027 race, but the exact race date has not yet been announced. Financial terms and the length of the agreement were also not disclosed.
One long-term constant is the event’s place on the calendar: the Miami Grand Prix is contracted to remain on the Formula 1 schedule through 2041.
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Source: As reported by autoracing1.com.
