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F1 Miami Grand Prix adds Hard Rock to sponsorship portfolio

A rendering of the planned beach club set to be constructed for the upcoming Formula 1 Miami Grand Prix in Florida. (Formula 1).

The Formula 1 Miami Grand Prix has expanded its sponsorship portfolio by adding hotel, resort, and casino company Hard Rock as its first founding partner in a multiyear deal.

Hard Rock is the naming rights partner of Hard Rock Stadium, the home of the National Football League's Miami Dolphins and Miami Open tennis event which will host the race on its campus on May 6-8.

Part of the onsite activations will include Hard Rock Beach Club, which spans the area by turns 11, 12 and 13. It will give guests a "uniquely South Florida environment" to enjoy all of the racing action, including a nearly 24,000 square-foot beach club featuring resort-style pools, a man-made beach, and two levels of luxury cabanas plus special musical performances.

The nearby Seminole Hard Rock Hotel & Casino Hollywood will also host the official kickoff party for race weekend on May 5 and the official after-parties of the race weekend.

Hard Rock will also receive enhanced brand awareness across the Miami Grand Prix digital network as well as TV-visible trackside signage.

The announcement follows a nine-year deal with cryptocurrency platform Crypto.com to become the naming rights partner of the race, which is officially known as the Formula 1 Crypto.com Miami Grand Prix.

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