Hot on the heels of its mega-deal with software giant Oracle, Red Bull has secured another US partner in the form of Hard Rock.
Taking immediate effect, the multi-year agreement between the iconic brand and the championship-winning F1 team will see Hard Rock International join Red Bull 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's portfolio of hotels, live music venues, signature cafes and casinos provide an unrivalled global opportunity to bring fans of F1 together to celebrate their passion for the sport.
As the Team's Official Viewing Partner, the new agreement will see Hard Rock and Red Bull work together to create inspiring, immersive and exhilarating experiences for fans, focused on Grand Prix weekends across the 23-race calendar, making Hard Rock venues the go-to race day destination for F1 fans around the world.
The alliance between the two brands will also encompass a collaboration with Red Bull's hugely successful Esports Team.
The new partnership with Red Bull ramps up Hard Rock's presence in global sport, sitting alongside its allegiance with the Miami Dolphins and its collaboration with international football phenomenon Lionel Messi. Hard Rock branding will be featured on the RB18s, 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," said Christian Horner, "and this agreement with Hard Rock is a landmark for the Team. 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."
"Hard Rock is thrilled to partner with Oracle Red Bull Racing," added the Chairman of Hard Rock International, Jim Allen, "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."
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