South Florida Motorsports (SFM) and Hard Rock International have reached a new multi-year naming rights agreement to rebrand the Miami event as the Formula 1 Hard Rock Miami Grand Prix, as announced on Tuesday.
The partnership will take effect with the sixth edition of the race set for 2027, with the specific date to be determined.
Hard Rock initially became a Founding Partner of the event at its inaugural race in 2022. The hospitality and entertainment company has held naming rights to Hard Rock Stadium, home of the NFL’s Miami Dolphins, since 2016. The stadium is located at the heart of the Miami International Autodrome, which includes the Team Village and an expanded paddock area.
Branding Extension Across Track and Fan Areas
Under the new agreement, Hard Rock will be integrated into the event’s official title and logo. The company will also receive branding on the podium, the official Fan Fest, and trackside signage throughout the Miami International Autodrome. Additionally, Hard Rock will continue to provide live entertainment at the track for race weekend audiences.
Katharina Nowak, President of the Formula 1 Hard Rock Miami Grand Prix, stated: “Hard Rock has been a part of Miami’s Formula 1 journey from the beginning, and we are thrilled to welcome them as the new title partner of the FORMULA 1 HARD ROCK MIAMI GRAND PRIX.”
“This partnership signifies a new chapter for our race as we aim to build on the success of our first five years and continue to grow alongside one of the most iconic and culturally significant brands globally, Hard Rock,” added Nowak.
“They have been instrumental in developing Hard Rock Stadium into a global sports and entertainment destination for over a decade and in establishing our race as a highlight on the Formula 1 calendar,” she continued.
“Together, we will strive to set a new standard of excellence when the best of racing, entertainment, and culture come together in Miami. We are incredibly excited for this new chapter together.”
Jim Allen, Chairman of Hard Rock International, commented: “Hard Rock has been a proud partner of the FORMULA 1 HARD ROCK MIAMI GRAND PRIX since its inception and has become one of the premier events on the global sports and entertainment calendar.”
“This partnership underscores Hard Rock’s commitment to delivering world-class experiences to international audiences. We look forward to collaborating 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.”
Beach Club Redesign Planned for 2027
The Hard Rock Beach Club, situated outside Turns 11 to 13 of the circuit, is set to undergo a redesign ahead of the 2027 event. The venue offers a mix of hospitality services and live music, providing ticket holders with cabana access, food and cocktail service, and scenic track views.
Previous performers at the Beach Club during the past five race weekends have included Post Malone, Ed Sheeran, Pitbull, Zedd, Marshmello, The Chainsmokers, Kygo, Steve Aoki, Kaskade, Nelly, and DJ Diesel.
At the inaugural 2022 race, Hard Rock sponsored the official opening and after-parties at Seminole Hard Rock Hollywood and The Guitar Hotel.
Event and Track Background
The Formula 1 Hard Rock Miami Grand Prix made its debut in 2022 and is committed to remain on the Formula 1 calendar through 2041. SFM, the event’s host and promoter, was honored as Formula 1’s Promoter of the Year in 2025 and received accolades from the Autosport Awards judges in 2026.
The race was recognized as the Best New Event of 2022 by Sports Business Journal and holds the FIA’s Three-Star Environmental Accreditation for sustainability and environmental management.
The Miami International Autodrome opened in 2022 and features five FIA Grade One track configurations: the 19-turn, 5.41km Grand Prix circuit; the Extended Marina Loop (19 turns, 4.52km); the Marina Loop (18 turns, 3.94km); the Extended MIA Loop (13 turns, 2.30km); and the MIA Loop (14 turns, 2.83km).
In addition to Formula 1, the circuit has hosted F1 Academy, Ferrari Racing Days, Porsche Carrera Cup, the W Series, Formula E’s Evo Sessions (2025), and the Miami E-Prix (2026). It is also home to the Precision Drive Club, a private driving club, and hosts the Dolphins Cancer Challenge, an NFL philanthropic event that has raised over $100 million for cancer research in 16 years.