Hard Rock International marked 50th-anniversary celebrations by signing Barcelona’s Lionel Messi as its new global brand ambassador for the next five years. This new partnership will make Messi the first Argentinian athlete to partner with the brand.
As a part of the new Lionel Messi Hard Rock International partnership, the brand has unveiled a collection of merchandise inspired by the Argentine, available in all its stores and online shops. The merchandise features some of Messi’s most iconic symbols including the lion and the fan favourite number 10 from his Barcelona jersey.
The Messi – Hard Rock Cafe partnership was revealed on both the footballer and the brand’s social media handles. As a celebration of the agreement, Messi offered a signed replica of his golden ball in exchange for a customized electric guitar to Hard Rock chairman Jim Allen. Lionel Messi admitted that it is an honour to partner with such a renowned brand on their historic 50th anniversary.
“I am honoured to partner with such a renowned brand like Hard Rock, and even more so at this historic moment its 50th anniversary! 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.”
Jim Allen echoed Messi’s views on the partnership as he too expressed how delighted he and his team were to partner with the six-time Ballon d’Or winner. He admitted that joining hands with a legendary athlete like Messi was the best possible way of marking the 50th anniversary. Jim Allen also talked about the fact that while there is a marketing and business relationship, his persona as a Philanthropist also helps them extend their efforts especially due to his association to organizations like UNICEF.
Hard Rock International looks to revive its business using its associations with the best and some of the most famous, after a not-so-great year due to the pandemic and its effects on the hospitality industry.