Why F1 works so well for Hard Rock

Its sponsorship partnership with Red Bull, and a high-profile presence it has at this weekend’s Miami Grand Prix and the forthcoming Las Vegas event, are much more about shifting perceptions of what it is about now.

While it may be best known for the chain of more than 250 Hard Rock Cafes around the world, its push into the hotel and casino business have seen it evolve in to an entertainment and lifestyle brand – and it sees F1 has the perfect way to get that…