South Florida Motorsports (SFM) and Hard Rock International have signed a new multi-year naming rights agreement that will rename the Miami event to the Formula 1 Hard Rock Miami Grand Prix, the companies announced on Tuesday.
The partnership takes effect with the race’s sixth edition, scheduled for 2027, with the date to be announced.
Hard Rock first joined the event as a Founding Partner 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 sits at the center of the Miami International Autodrome, which includes the Team Village and an expanded paddock area.
Branding to extend across track and fan areas
Under the new agreement, Hard Rock will be incorporated into the event’s official title and logo. The company will also receive branding across the podium, the official Fan Fest and trackside signage throughout the Miami International Autodrome. Hard Rock will continue producing live entertainment at the track for race weekend audiences.
Katharina Nowak, President of the Formula 1 Hard Rock Miami Grand Prix, said: “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.
“This partnership marks a new era for our race, as we look to build upon the success of our first five years and continue to evolve alongside one of the most iconic and culturally significant brands in the world, Hard Rock.”
Nowak added: “They have been alongside us in growing Hard Rock Stadium into a global sports and entertainment destination for more than a decade and in establishing our race as one of the defining moments on the Formula 1 calendar.
“Together, we will seek to set a new standard of what is possible when the best of racing, entertainment and culture converge in Miami, and we could not be more excited for this new chapter together.”
Jim Allen, Chairman of Hard Rock International, said: “Hard Rock has been a proud partner of the FORMULA 1 HARD ROCK 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. We look forward to continuing our work 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 set for 2027 redesign
The Hard Rock Beach Club, located outside Turns 11 to 13 of the circuit, will undergo a redesign ahead of the 2027 event. The venue combines hospitality offerings with live music, providing ticket holders with cabana access, food and cocktail service, and views of the track.
Performers at the Beach Club over 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 debuted in 2022 and is contracted to remain on the Formula 1 calendar through 2041. SFM, the event’s host and promoter, was named Formula 1’s Promoter of the Year in 2025 and received recognition from the Autosport Awards judges in 2026.
The race was named 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 includes 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).
Besides 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 more than $100 million for cancer research over 16 years.