Introducing the Soccer Legend and New Worldwide Ambassador for Hard Rock – Lionel Messi
Monday 14th of June 2021
In the past half-century of its existence, Hard Rock International has established itself as one of the most globally recognized hotel chains in the world. What started with the first Hard Rock Cafe in London in 1971 has now expanded to esteemed establishments across 68 countries.
Today marks 50 years of Hard Rock Cafe opening its doors in London. Honoring this milestone, the company has debuted its new ambassador, Lionel Messi with this cool video. This partnership reflects upon the "Live Greatness" campaign of Hard Rock as memorabilia of its past and a shining beacon of light towards the future.
Messi will be the Hard Rock worldwide brand ambassador for the next five years. Going back to the roots, a local football (soccer) team sponsored the brand’s world-famous t-shirts which has now become an integral part of the brand’s identity. Hard Rock has also unveiled a new collection of merchandise inspired by its new ambassador. In addition to the special 50th anniversary logo, the garments show some of the player's most characteristic symbols, such as the lion, the number 10 and his own logo. This collection joins the brand's iconic merchandising line, available in all its stores and online shop.
Allen and Messi have sealed this agreement with an original gift exchange. Messi has given him a signed replica of his golden ball, a gesture that Allen has reciprocated with an electric guitar designed especially for him. A replica of this guitar, signed by the player, will be displayed at a Hard Rock property to be announced soon, making it part the most valuable collection of musical objects in the world.
Chairman of Hard Rock International, Jim Allen said, "As we reached our 50th anniversary milestone, we knew that we needed to partner with an icon to help us celebrate in a new and unexpected way, and there was no better choice than the legendary Lionel Messi.”
“I am honored to partner with such a renowned brand as Hard Rock, and even more so at this historic moment - its 50th anniversary!” said Lionel Messi. “Sports and music are an integral part of my life, a perfect combination between my profession and my leisure time. Uniting both is a great success, and I am very happy that they have counted on me for this special outcome. It is an honor to be the first athlete to partner with a brand who has a history of teaming with music legends."