Our F1 race's new name rocks.
Credit: FORMULA 1 HARD ROCK MIAMI GRAND PRIX
Miami’s marquee Formula 1 weekend is getting a Hard Rock remix.
Beginning with the race’s sixth edition in 2027, the event will officially become the Formula 1 Hard Rock Miami Grand Prix under a new multiyear naming-rights agreement between South Florida Motorsports and Hard Rock International.
The expanded deal puts Hard Rock’s name in the event title and logo, with the brand also appearing across the podium, official Fan Fest and trackside signage throughout Miami International Autodrome. Hard Rock will continue producing live entertainment during race weekend, too.
“Hard Rock is one of the premier global entertainment and lifestyle brands, operating at the intersection of music, sports, hospitality and culture,” Keith Sheldon, President of Entertainment & Brand Management of Hard Rock International, exclusively tells Browardist. “This title partnership takes our day one relationship with the F1 Hard Rock Miami Grand Prix to incredible new heights and furthers Hard Rock’s association with one of the most popular events on the global entertainment calendar.”
Hard Rock has been tied to the Miami Grand Prix since the inaugural race in 2022, when it joined as a Founding Partner and sponsored the official opening bash and after-party at Seminole Hard Rock Hollywood & Casino and The Guitar Hotel. Its local motorsports connection runs even deeper as Hard Rock has held naming rights to Hard Rock Stadium, the centerpiece of the racetrack campus, since 2016.
Another big change is coming to Hard Rock Beach Club, which will receive a revamp for the 2027 race. Located outside Turns 11 through 13, the hospitality destination includes cabanas and track views with outdoor concerts, food and cocktails. Its previous race-weekend performers include Post Malone, Ed Sheeran, Pitbull, Zedd, Marshmello, The Chainsmokers, Kygo, Steve Aoki, Kaskade, Nelly and DJ Diesel (a.k.a. Shaq).
The new name arrives as Miami’s race settles in for a long run. Formula 1 has extended the Miami Grand Prix’s place on its calendar through 2041, while the 2027 race date has yet to be announced.
Hard Rock succeeds Crypto.com, which had held the event’s title sponsorship since the inaugural 2022 race.
