Hard Rock International](https://www.hardrock.com) has secured a multi-year naming rights agreement with South Florida Motorsports, elevating the brand from Founding Partner to full title sponsor of what will now be called the Formula 1 Hard Rock Miami Grand Prix. The deal takes effect with the 2027 race — the sixth edition of the event — and extends Hard Rock's stake in a property contracted to remain on the Formula 1 calendar through 2041.

The brand has held naming rights to Hard Rock Stadium, home of the Miami Dolphins and the track's host venue, since 2016, making this an expansion of an already deep regional footprint rather than a fresh market entry. Under the new agreement, the Hard Rock name will appear in the official event title and logo, across podium branding, Fan Fest activations, and trackside signage throughout the Miami International Autodrome.

The Hospitality Play

For operators tracking experiential food-and-beverage strategy, the deal's most relevant detail may be the planned revamp of the Hard Rock Beach Club, located on the outside of Turns 11 through 13. The space already functions as one of the autodrome's flagship hospitality destinations, offering luxury cabanas with on-track views, live outdoor performances, and what the parties describe as an elevated food and cocktail menu. A refresh is scheduled ahead of the 2027 race, though specific details have not yet been disclosed.

The Beach Club model — blending premium F&B, curated live music, and sightlines to the action — reflects a broader industry push to monetize sports events through layered hospitality tiers rather than traditional concessions. Hard Rock has used the Miami race to showcase that approach at scale, with performers including Post Malone, Ed Sheeran, Pitbull, Zedd, Marshmello, The Chainsmokers, Kygo, Steve Aoki, Kaskade, Nelly, and DJ Diesel appearing at the venue over the past five years.

What It Means for the Brand

"This partnership reflects Hard Rock's commitment to delivering world-class experiences to international audiences," said Jim Allen, Chairman of Hard Rock International. Katharina Nowak, President of the Formula 1 Hard Rock Miami Grand Prix, framed the agreement as the start of "a new era" built on the event's first five years of growth.

Hard Rock operates venues across nearly 80 countries, spanning more than 300 hotels, casinos, cafes, and live performance locations. Its involvement in the Miami Grand Prix gives the hospitality and entertainment brand a recurring, high-visibility platform that draws a global, affluent audience — precisely the demographic that premium hospitality operators are competing to reach through event-driven experiences.

South Florida Motorsports, which was awarded Promoter of the Year by Formula 1 in 2025, has built the Miami race into one of the sport's most commercially active stops. For Hard Rock, transitioning from partner to title holder on such a property signals confidence in experiential hospitality as a long-term brand-building vehicle — a strategy that food and beverage leaders in live events are watching closely as stadium and circuit partnerships become more competitive. A race date for 2027 will be announced at a later stage.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.