Hard Rock International and South Florida Motorsports have announced a multi-year founding partnership agreement for the Formula 1 Crypto.com Miami Grand Prix.
As a result of the partnership, Hard Rock will benefit from the opportunity to engage fans both at the Miami International Autodrom and the Seminole Hard Rock Hotel & Casino Hollywood.
The firm already holds the naming rights for the Hard Rock Stadium, home of the Miami Dolphins NFL team, the University of Miami football team and the Miami Open, the venue that will host the F1 Miami Grand Prix on May 6-8.
Hard Rock will receive enhanced brand awareness across the Formula 1 Miami Grand Prix digital channels as well as TV-visible trackside signage.
Jeremy Walls, Senior Vice President, Chief Revenue Officer of Hard Rock Stadium & Formula 1 Crypto.com Miami Grand Prix, said: “We are excited to have Hard Rock’s global iconic brand as a founding partner of the Formula 1 Crypto.com Miami Grand Prix.
“The Hard Rock Beach Club will be a unique experience on the MIA campus, featuring International musical artists, and a high-energy Miami vibe with beach cabanas and resort-style pools.”
To celebrate the partnership, Hard Rock has created a custom-made F1 Miami Grand Prix light show theme on the facade of the Guitar Hotel, which will be lit up in F1 imagery and colors.
Furthermore, the Seminole Hard Rock Hotel & Casino Hollywood will play host to the official kick-off party for the race weekend on May 5 and the official after parties for the weekend.
“Hard Rock is proud to partner with the Formula 1 Crypto.com Miami Grand Prix on this international event,” added Jim Allen, Chairman of Hard Rock International. “With venues in 70 countries around the world, we welcome the spotlight right here in South Florida where our flagship Guitar Hotel is located.”