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Hard Rock races ahead with Las Vegas F1 deal


Hard Rock International has agreed a deal to become a presenting partner of the inaugural Formula 1 Las Vegas Grand Prix in Nevada.

Under the agreement, Hard Rock will have its own grandstand structure adjacent to the Las Vegas Strip, where part of the race will take place, with capacity to hold up to 3,000 fans over the race weekend.

Hard Rock-owned The Mirage will host a series of F1 events and provide hospitality options to fans, while the operator will also work with the Las Vegas Grand Prix team to launch a made-for-Vegas educational program with a focus on global hospitality.

The 2023 Formula 1 Las Vegas Grand Prix will take place over from November 16-18.

“We are very excited to partner with Las Vegas Grand Prix and to create one-of-a-kind experiences for our fans and guests alike at the inaugural race,” Hard Rock Entertainment president Keith Sheldon said.

“From our involvement with the Formula 1 Miami Grand Prix and as an official team partner of Oracle Red Bull Racing, we’re thrilled to continue to grow our involvement in the sport and know first-hand what it will take to plan and execute an extraordinary race experience in the sports and entertainment capital of the world.”

Las Vegas Grand Prix chief commercial officer Emily Prazer added: “Like Formula 1, the Hard Rock brand is globally recognized with fans visiting from around the world. Our event’s high intensity and energy are a great match for the excitement associated with the Hard Rock, and we look forward to providing fans with another opportunity to watch the race from an exciting vantage point on the Las Vegas Strip.”

The announcement comes after the Aristocrat Gaming arm of Aristocrat Technologies last month also entered into a partnership with the F1 Las Vegas Grand Prix. Aristocrat Gaming will become the official slot machines of the debut race.