Formula 1 (F1) has added the iconic Hard Rock International franchise to its roster of presenting partners, ahead of the upcoming inaugural Formula 1 Heineken Silver Las Vegas Grand Prix.

The presenting and entertainment partnership will see Hard Rock host its own Strip-adjacent grandstand structure, seating up to 3,000 fans, which is slated for construction on the current site of The Mirage Hotel and Casino located on a premier vantage point.

The Mirage is also set to host a variety of F1-centric events and hospitality activations for fans.

Additionally, the Las Vegas Grand Prix and Hard Rock will collaborate on a ‘made-for-Vegas’ educational program focusing on global hospitality, to be launched in the coming months.

Commenting on the partnership, Las Vegas Grand Prix, Inc commercial officer, Emily Prazer, said: “Formula 1, the Hard Rock brand is globally recognised with fans visiting from around the world.”

“Our events 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,” she said.

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

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

This announcement comes after Vegas’ F1 VIP packages were set to generate over US$1 million.