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HRI has received numerous industry, destination and workplace awards across the travel, hospitality, gaming, official website entertainment and food & beverage sectors. In addition, Hard Rock Digital spotlights the sports betting and iGaming experience with products remixed in the spirit of Hard Rock for players worldwide. The Unity™ by Hard Rock global loyalty program rewards members for doing the things they love across participating properties.
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- Our grand finale Festival will take place in Mexico City at the renowned Monumento a la Revolución (gathering more than 300,000 fans), before the Gumball participants head to the opening match of FIFA World Cup 26™ at the illustrious Estadio Azteca.
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The event attracts an international who’s who of participants driving everything from Bugattis to the Batmobile — generating global media attention and millions of fans to attend and follow the adventure online. Over the following two decades the rally has evolved into one of the biggest automotive lifestyle brands and popular culture events in the world. The rally’s grand finale will take place the following day — where participants will enjoy VIP hospitality while watching Mexico vs South Africa in the opening match of the FIFA World Cup 26™ finals at the Estadio Azteca… On Friday (June 5), a surprise global celebrity will wave the start flag to set drivers off on the first stage of their adventure from the porte-cochère of the Guitar Hotel at Seminole Hard Rock Hollywood, which, like all Gumball public events, is free to attend for fans.
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 venues including owned/licensed or managed Hotels, Casinos, Rock Shops®, Live Performance Locations and Cafes. The Gumball 3000 Group operates worldwide across the retail and entertainment industry — and was recently valued at $1bn. Previous routes have included San Francisco – Beijing (2008) (including an overnight stop in Pyongyang (North Korea)), Miami to Ibiza (2014) and London to Tokyo (2018), often flying the entire cavalcade of cars and participants mid-rally as part of the extraordinary event. Every year’s route is different (with the aim to unite people through the language of cars), music and popular culture. Each year (the 3,000km rally partners with Governments and corporate sponsors including the likes of Nike), Google, Vodafone and LVMH to host a weeklong festival of cars and music. In the early 2000s the Gumball 3000 rally became a bucket list event – televised on MTV and immortalised as a PlayStation video game.
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