Full Throttle: Hard Rock Is Now the Title Partner of the Formula 1 Miami Grand Prix

Miami already had one of the most electric race weekends on the Formula 1 calendar. Now it has an official identity to match. South Florida Motorsports and Hard Rock International announced on September 1, 2026 a new multi-year naming rights agreement that officially renames the event the Formula 1 Hard Rock Miami Grand Prix — uniting two of the most globally recognized brands in sports and entertainment under one roof, or rather, one racetrack.

Hard Rock has been part of Miami’s Formula 1 story since the very beginning. The brand joined as a Founding Partner at the inaugural race in 2022 and has held the naming rights to Hard Rock Stadium — the centerpiece of the Miami International Autodrome — since 2016. This new agreement is not an arrival so much as a full commitment, one that elevates Hard Rock from partner to title holder on one of the most watched sporting events in the world. The race is contracted to remain on the Formula 1 calendar through 2041, meaning this partnership has decades of runway ahead of it.

“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,” said Katharina Nowak, President of the Formula 1 Hard Rock Miami Grand Prix. “Together, we will seek to set a new standard of what is possible when the best of racing, entertainment and culture converge in Miami.”

Photo Credit: Full Throttle: Hard Rock Is Now the Title Partner of the Formula 1 Miami Grand Prix

The scope of the partnership goes well beyond a name change. Hard Rock’s branding will appear across the podium, throughout the Fan Fest, and via trackside signage across the Miami International Autodrome. The brand will also continue to produce live entertainment at the track — a component that has become as much a part of the Miami Grand Prix identity as the racing itself. Over the past five years, Post Malone, Ed Sheeran, Pitbull, Zedd, Marshmello, The Chainsmokers, Kygo, Steve Aoki, Kaskade, Nelly, and DJ Diesel have all performed at Hard Rock Beach Club during race weekend.

That Beach Club — one of the landmark features of the Autodrome, situated on the outside of Turns 11 to 13 — is set for an exciting revamp ahead of the 2027 event. The space has long been one of the premier hospitality destinations at the Miami Grand Prix, offering luxury cabanas with views of the on-track action, world-class live outdoor performances, and a food and cocktail program that sustains the energy across the full weekend. Whatever the revamp brings, the standard is already exceptionally high.

“This partnership reflects Hard Rock’s commitment to delivering world-class experiences to international audiences,” said Jim Allen, Chairman of Hard Rock International. “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.”

The partnership begins with the 2027 race — the sixth edition of the Formula 1 Hard Rock Miami Grand Prix — with a specific date to be announced. South Florida Motorsports, it is worth noting, was awarded Promoter of the Year by both Formula 1 in 2025 and by the judges of the Autosport Awards in 2026. The event it has built is not just one of the newest on the calendar. It is, by most measures, one of the best.