Business: Red Bull announce contract extension with Hard Rock International
Reigning world champion team Red Bull has announced a contact extension with Hard Rock International, renewing its alliance for racing, music and travel.
The renewed multi-year partnership is kicking off during Hard Rock’s PINKTOBER with an auction of Max Verstappen- and Sergio Perez-autographed racing overalls, benefitting Wings For Life and breast cancer research through the Hard Rock Heals Foundation.
The multi-year partnership between the Hard Rock brand and championship-winning F1 team will see Hard Rock Hotels, Casinos and Cafes continue partnering with Oracle Red Bull Racing in a range of key roles, including a raft of experiences for fans like watch-parties focused on Grand Prix weekends across the 24-race calendar.
Hard Rock branding will also be featured more prominently on Oracle Red Bull Racing’s RB21 car, on the race suits of its drivers, defending F1 World Champion Max Verstappen and six-time Grands Prix winner Sergio Perez and on Team kit, including limited-edition items throughout the term.
Red Bull noted: "from South Florida’s flagship Guitar Hotel at the Seminole Hard Rock Hotel & Casino Hollywood and across 74 countries and more than 300 locations, Hard Rock’s portfolio of hotels, live venues for concerts, comedy shows, boxing and more, world-class cafes and casinos, provide an unrivaled global opportunity to bring entertainment to F1 fans, celebrate their passion for the sport and make Hard Rock venues the go-to race day destination around the world."
To kick off the next phase, as part of Hard Rock’s 25th annual PINKTOBER campaign to fundraise for breast cancer research through offerings and events, the RB20 will feature a special pink Hard Rock logo on the Mexico and Brazil Grand Prix cars and driver overalls.
Commenting on the contract extension, Red Bull team boss Christian Horner said: “We are proud to extend our partnership with Hard Rock for an additional three years and are looking forward to continuing working together with such an exciting and iconic brand.
"Hard Rock doubling down on their commitment to the Team is testament to the unwavering partnership we have forged, and this solidifies what we have achieved with them over the past three years, both on and off the track.
"I have no doubt that we will continue to impress audiences around the globe, working together on more activations, and we look forward to seeing even more innovation and collaboration together over the course of the partnership.”
Jim Allen, who acts as Chairman of Hard Rock International, commented: “Over the last three years, Oracle Red Bull Racing has been with us for some of our largest launches and milestones, including the Hard Rock Beach Club at the F1 Miami Grand Prix, bringing dynamic experiences to our guests and fans around the world.
“The extension of the partnership further solidifies Hard Rock’s presence in global sports alongside our allegiance with the Miami Dolphins and extensive partnership with international football phenomenon Lionel Messi.”
