As Formula One arrives in Florida for the inaugural Miami Grand Prix, Oracle Red Bull Racing and music and entertainment brand Hard Rock said they are partnering to bring the thrill of F1 racing to more fans worldwide.
The multi-year agreement between the iconic brand and the championship-winning F1 team takes effect immediately. Financial terms were not disclosed.
Hard Rock International said it will join Oracle Red Bull Racing in a range of key roles as an official team and viewing partner, which includes Integrated Resorts, Casinos, Hotels, Restaurants and Retail.
From South Florida’s flagship Guitar Hotel at the Seminole Hard Rock Hotel & Casino Hollywood and across its locations in nearly 70 countries and more than 250 communities, Hard Rock said its portfolio of hotels, live music venues, signature cafes and casinos will provide a global opportunity to bring fans of F1 together to celebrate their passion for the sport.
Hard Rock and Oracle Red Bull Racing will collaborate to create what they described as “inspiring, immersive and exhilarating experiences for fans,” focused on Grand Prix weekends across the 23-race calendar, at Hard Rock venues.
The alliance between the two brands also will encompass a collaboration with Oracle Red Bull Racing’s Esports Team. Founded in 2018, the Oracle Red Bull Racing Esports squad has since won seven World Championship titles across multiple Esports racing disciplines.
The new partnership with Oracle Red Bull Racing adds to Hard Rock’s presence in global sport, including its allegiance with the Miami Dolphins and its collaboration with international footballer Lionel Messi.
Hard Rock branding will be featured on Oracle Red Bull Racing's RB18 car, on the race suits of its drivers, defending F1 World Champion Max Verstappen and two-time grand prix winner Sergio Perez.
“Oracle Red Bull Racing is committed to bringing the excitement of Formula One to as many people as possible, all over the world, and this agreement with Hard Rock is a landmark for the team,” Oracle Red Bull Racing Team Principal and CEO Christian Horner said in a statement. “It gives us the opportunity to provide our fans with some incredible experiences, and in turn it plugs the Hard Rock brand directly into a fan base that is expanding at an exceptional rate. F1’s popularity has grown exponentially in recent years, especially in the US. Oracle Red Bull Racing is at the forefront of that explosion in interest in America, and now with Hard Rock International on board we can look forward to giving those fans an even more intense, immersive and engaging F1 experience.”
Chairman of Hard Rock International Jim Allen added: “Hard Rock is thrilled to partner with Oracle Red Bull Racing and their culture of winning both on and off the track to bring more dynamic entertainment experiences to our fans around the globe. This partnership represents our ongoing commitment to collaborations with the best in class in sports, music and entertainment, while connecting with the next generation of fans from around the globe.”
