London — The high-octane world of supercars and the electric energy of music and entertainment will continue to collide in spectacular fashion as Gumball 3000 and Hard Rock International have announced a five-year extension of their global partnership. The renewed collaboration secures Hard Rock’s position as the Official Entertainment Partner and Official Hotel Partner of Gumball 3000 through 2030.
The partnership, which first revved up during the 2022 “Toronto to Miami” rally and continued through the 2023 European Tour and the 2024 “Saigon to Singapore” 25th anniversary rally, has brought immersive lifestyle experiences to fans across continents.
“Hard Rock is a perfect Gumball 3000 partner, harnessing our shared passions across music and entertainment to create spectacular experiences together!” said Maximillion Cooper, Founder of Gumball 3000.
A Fusion of Supercars, Celebrities, and Soundtracks
The expanded partnership promises exclusive global experiences, limited-edition merchandise, and a greater focus on social impact, reinforcing both brands’ shared values of excitement, community, and creativity.
“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.
What Fans Can Expect from the Extended Partnership:
- VIP and Fan Experiences: From private concerts to once-in-a-lifetime hospitality events at Hard Rock’s global locations—including hotels, casinos, live venues, and cafes—fans will be at the center of the action as the rally travels the world.
- Star Power: The Gumball grid will continue to shine with celebrities from music, sports, film, fashion, and influencer culture, amplified by Hard Rock’s deep connections in global entertainment.
- Limited-Edition Merchandise: The two brands will collaborate on high-quality, collectible apparel available in Rock Shops® and exclusive pop-up stores throughout each rally.
- Charitable Impact: Hard Rock will continue its support for the Gumball 3000 Foundation, helping raise funds for youth-focused initiatives worldwide by donating iconic music and sports memorabilia to the foundation’s annual auctions.
Gumball 3000 was founded in 1999 by Maximillion Cooper, Gumball 3000 is a unique blend of car culture, travel, and celebrity entertainment. Known for its glamorous, globe-trotting rallies, Gumball has become a leading lifestyle brand that captures the thrill of adventure and the spirit of giving back. Learn more at www.gumball3000.com.
With venues in nearly 80 countries and more than 300 properties—including hotels, casinos, cafes, and live performance spaces—Hard Rock International is one of the most iconic entertainment brands in the world. Hard Rock is home to the world’s largest collection of music memorabilia, and its Unity™ by Hard Rock loyalty program connects fans through immersive rewards. Visit www.hardrock.com for more.
The road ahead promises even more unforgettable moments as these two global powerhouses continue to push the boundaries of entertainment, travel, and luxury lifestyle through 2030.
