Its sponsorship partnership with Red Bull, and its high-profile appearances at this weekend’s Miami Grand Prix and the upcoming Las Vegas event, are more about changing the perception of what it is now.

While it may be best known for its chain of more than 250 Hard Rock Cafés around the world, its push into the hotel and casino business has seen it evolve into an entertainment and lifestyle brand – and it thinks F1 has the perfect way to Get that message.

In fact, nothing helped it quite like the Hard Rock Beach Club it set up at last year’s Miami Grand Prix — and it’s back this weekend in bigger and better ways.

The iconic pool and cabana setup, which brings real sand to the F1 track for a day-long party, provided some of the more memorable images and sounds of last year’s Miami Grand Prix spectacle.

As Hard Rock International’s president of entertainment, Keith Sheldon explained to Motorsport.com: “Hard Rock’s brand recognition is almost second to none. But brand perception is something we hope to change with consumers.

“It’s because we’re a global brand and we’re culturally relevant. We’ve only scratched the surface when it comes to our involvement with all the biggest and best cultural attractions.

“F1 has definitely helped us break through to consumers on an international level, more than almost any other sport.”

Max Verstappen, Red Bull Racing RB18, Sergio Perez, Red Bull Racing RB18, Valtteri Bottas, Alfa Romeo C42, Lewis Hamilton, Mercedes W13

Photography: Mark Sutton/ motorsport pictures

prosper in america

Hard Rock is a founding partner of the Miami Grand Prix, held around Hard Rock Stadium, and is one of the US sponsors attracted to F1 as part of Liberty Media’s US expansion efforts.

F1 has struggled to break through in the US in the past, with events in Indianapolis, Phoenix and Dallas never lasting.

But Shelton believes the current surge in interest is because the series is doing something very different from Netflix: the Drive to Survive series.

“I think there was a core F1 fan base in the US from the start,” he said.

“They watch games at weekends and quietly celebrate victories for their favorite teams, but they don’t really have an outlet to talk about it with anyone.

“I think Netflix brought Formula 1 into the mainstream. It brought some of the behind-the-scenes stories to the forefront, created great conversational value, and broadened the audience.

“From a pop culture point of view, even if you’re not a fan of racing, it creates an attraction, you want to go to Monaco, Silverstone, Mexico. Those are great things for the sport. “

It’s events like Miami – with its fake marinas and Hard Rock Beach Club – that help further embellish F1’s glamorous image.

“Miami in particular, it’s South Florida’s cultural spectacle,” Shelton added. “People come in droves to big events and Hard Rock, we’re in the big events business. So, in terms of F1 popularity, it’s a perfect marriage.

“Of course, the Drive to Survive series on Netflix laid the groundwork for American participation in the sport. But in general, the growing popularity and growth of the U.S. in North America, I think that’s down to the racing being so good. On and off the track Both have great storylines. All it takes is an initial introduction.”

Max Verstappen, Red Bull Racing RB19

Photography: Mark Sutton/ motorsport pictures

Red Bull partnership – and clever logo placement

The global F1 boom has convinced Hard Rock not only to be involved in Miami and Las Vegas, but also to be a Red Bull sponsor and partner.

It’s now hosting F1 viewing parties at the Hard Rock Cafe and running promotions and loyalty products to make the most of its collaboration.

Having recently expanded beyond the US through a partnership with footballer Lionel Messi, F1’s global reach meant Hard Rock could easily find a way to capitalize on Grand Prix opportunities, especially with new young audience.

Shelton added: “I think it’s the international demographics of F1, there are races in many of the gateway cities where Hard Rock does business, which means there’s a huge overlap.

“Also, I think it’s a first-class experience, being able to give some of our top clients those experiences that money can’t buy, whether it’s a garage tour in Milton Keynes, which most people can’t get into, or a paddock in Monaco or Mexico City club, or take a special walk through Miami’s pit lane.

“These are things we can offer our customers, whether it’s through prizes, giveaways, marketing promotions, or just establishing key touchpoints with some of our top guests to show how much we care about their loyalty. Saying it all is crucial. F1 allows us to tick all those boxes.”

Hard Rock’s sponsorship deal with Red Bull isn’t the team’s biggest yet, but it’s certainly pretty clever with the logo’s placement.

From the on-board camera, the front wheel hub sticker is very obvious. And, while its logo on the back of the driver’s forearm sleeve probably won’t be on your face most of the time, they will be when Max Verstappen and Sergio Perez are on the podium— — helps to create a connection between the company and success.

As Sheldon explains: “When they lift the trophy, it’s Hard Rock and the victories we love.”

Sergio Perez, Red Bull RB18

Photography: Red Bull Content Pool

embrace the future

Hard Rock’s bigger, bolder plans for the Miami Beach club this weekend are proof of what it sees as F1’s latest calendar addition being a success.

Last year was a step into the unknown, as the Miami event is an F1 race that focuses more on the off-track entertainment factor than any other venue.

With big shows such as the Jonas Brothers and Tiesto already confirmed for this weekend at the beach club, the venue’s expanded footprint is being adjusted to bring it closer to the track.

Feedback from fans, race directors and Liberty Media has been very positive.

“We’re excited to be a guinea pig,” Shelton added. “We’re going to double down on the theory that it works and works. It’s great for the race culture, it’s great for the sport, and add an element of entertainment to it.”

But while Miami will dominate this weekend, buzz around the return of the Las Vegas Grand Prix is ​​also growing.

Hard Rock, which completed its $1 billion acquisition of the Mirage Hotel on the Las Vegas Strip last year, is an official partner of the Grand Prix and will be making a splash this weekend.

“It was also a natural progression for us to set foot in Las Vegas,” Shelton continued. “When you’re talking about the first year of the Miami Grand Prix, there’s a lot of uncertainty and unknowns in Las Vegas. But we’re excited to be a part of it.

“We’re excited to learn more about what’s going to happen there. But it’s supposed to be an entire city takeover, and with the Mirage on the 50-yard line on the Strip, it makes perfect sense for us to be a part of it.”

But as F1 rides the waves in America, grand prix bosses know they have to keep working hard to keep interest levels high.

However, Sheldon is convinced that F1 has every chance of having a lasting future in the country, not just a passing one.

“I think racing has been so good, and as long as it continues to be that way, as long as the storylines continue to be juicy, there’s no need for a Netflix show to raise the profile of the sport,” he said.

“Having the Formula 1 media rights deal with ESPN, being able to show these races to so many American families. That’s another key factor, just being able to race weekends in North America, watch qualifying, watch the races in person on Sunday. That’s Crucial to the development of the sport.

“I think with more and more American races, the rising tide will bring all boats here and hopefully continue to increase the popularity of the sport.

“We’ve certainly invested heavily in this. We strongly believe this will have considerable staying power and become a staple in the sporting world.”