Hard Rock International has expanded its involvement with Formula 1 in Miami after agreeing a multi-year naming rights partnership with race promoter South Florida Motorsports.
Beginning with the 2027 edition, the event will officially be known as the Formula 1 Hard Rock Miami Grand Prix. The agreement elevates Hard Rock from a founding partner of the race to its title partner, strengthening a relationship that dates back to the inaugural Miami Grand Prix in 2022.
Under the agreement, Hard Rock branding will be incorporated into the event’s official name and logo, as well as displayed across the podium, Fan Fest areas and trackside locations throughout the Miami International Autodrome.
The company will also retain a major role in the entertainment programme surrounding race weekend. Hard Rock has been responsible for bringing live music and other entertainment to the event since its launch, particularly through the Hard Rock Beach Club near Turns 11 to 13.
The Beach Club has become one of the circuit’s main hospitality and entertainment areas and is scheduled for an upgrade ahead of the 2027 Grand Prix. Previous Miami race weekends have featured performances from major artists, while the 2026 programme included Zedd, Nelly, Marshmello, DJ Diesel and Kane Brown.
Hard Rock already has a significant presence at the venue. The company has held the naming rights to Hard Rock Stadium since 2016. The stadium, home of the NFL’s Miami Dolphins, sits at the centre of the Miami International Autodrome complex.
The expanded partnership comes as Formula 1 secures the long-term future of its Miami race. In 2025, F1 and South Florida Motorsports agreed a 10-year contract extension that will keep the Grand Prix on the calendar through 2041. The race first joined the championship in 2022 and has since developed into one of Formula 1’s major US events.
A precise date for the first Formula 1 Hard Rock Miami Grand Prix in 2027 has not yet been announced.