LONDON, May 21, 2025 -- Gumball 3000 and Hard Rock International today announced a five-year extension to their partnership making Hard Rock the Official Entertainment Partner and Official Hotel Partner for Gumball 3000 through 2030. Hard Rock has played a pivotal role in amplifying the luxury and exotic vehicle experience for fans and participants. The partnership began with 2022's 'Toronto to Miami' Rally, followed by 2023's European Tour and most recently, 2024's Gumball 3000 25th Anniversary Rally 'Saigon to Singapore'.
"Hard Rock is a perfect Gumball 3000 partner, harnessing our shared passions across music and entertainment to create spectacular experiences together!", said Maximillion Cooper, Gumball 3000 Founder.
"Gumball 3000's celebration of driving culture and luxury lifestyle perfectly complements Hard Rock's commitment to delivering world-class entertainment experiences," said Keith Sheldon, President of Entertainment and Brand for Hard Rock International and Seminole Gaming. "We're proud to continue amplifying the Gumball journey by bringing the energy and spirit of the Hard Rock brand along for the ride."
The future of their partnership includes:
- More Exclusive Global Experiences: Whether it's VIP events, private concerts, fan meal deals or once-in-a-lifetime moments that only Gumball 3000 can offer, the pair are bringing the rally's energy to new fans at Hard Rock cafes, hotels, casinos and live venues around the world.
- More Superstars: Hard Rock will continue to enhance Gumball 3000's lineup of global superstars from the worlds of music, sports, fashion, film and influencers by bringing some of the biggest names to the Gumball grid.
- New Merchandise: Gumball 3000 and Hard Rock will continue to launch limited-edition, high-quality apparel in Rock Shops and pop-up stores across the Gumball 3000 Rally.
- Doing More Good: The companies will also continue their shared commitments to social responsibility. Hard Rock's support for the Gumball 3000 Foundation will generate more funds raised for youth-based projects around the world by donating unique items of sporting and cultural memorabilia for the Foundations yearly auctions.
About Gumball 3000®
Founded by Maximillion Cooper in 1999, Gumball 3000 is a global lifestyle brand that combines the worlds of automotive culture, sports, and entertainment. Famous for its high-profile rallies and star-studded events, Gumball 3000 attracts fans from around the world, offering them access to some of the most exciting and exclusive moments in automotive and beyond.
For more information about Gumball 3000, visit www.gumball3000.com.
About Hard Rock®
Hard Rock International (HRI) is one of the most globally recognized companies with venues in nearly 80 countries spanning more than 300 locations including owned/licensed or managed Hotels, Casinos, Rock Shops®, Live Performance Venues and Cafes. Beginning with an Eric Clapton guitar, Hard Rock owns the world's largest and most valuable collection of authentic music memorabilia with more than 88,000 pieces displayed at locations around the globe. The Unity™ by Hard Rock global loyalty program rewards members for doing the things they love across participating properties. In addition, Hard Rock Digital spotlights the sports betting and iGaming experience with products remixed in the spirit of Hard Rock for players worldwide.
HRI has received numerous industry, destination and workplace awards across the travel, hospitality, gaming, entertainment and food & beverage sectors. HRI currently holds investment grades from primary investment-grade rating agencies: S&P Global Ratings (BBB) and Fitch Ratings (BBB). For more information on Hard Rock International, visit www.hardrock.com or shop.hardrock.com.
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