Gumball 3000 and Hard Rock International 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 states that it 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.
Founded by Maximillion Cooper in 1999, Gumball 3000 is a global lifestyle brand that combines the worlds of automotive culture, sports and entertainment. “Hard Rock is a perfect Gumball 3000 partner, harnessing our shared passions across music and entertainment to create spectacular experiences together,” said Cooper.
“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.”
Revving Up the Gumball 3000 Experience
The future of Hard Rock’s and Gumball 3000’s partnership includes:
- More exclusive global experiences: The pair will be bringing the rally to new fans at Hard Rock cafes, hotels, casinos and live venues around the world, offering VIP events, private concerts and fan meal deals.
- More superstars: Hard Rock says that it will continue to enhance Gumball 3000’s lineup of global superstars from the worlds of music, sports, fashion, film and influencers.
- 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 states that its 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 Foundation’s yearly auctions.