Hard Rock International has celebrated 50 years by signing one of the best-known names in soccer, Lionel Messi.
He will be the first athlete to partner with Hard Rock and will serve as its brand ambassador for the next five years.
As part of the partnership, Hard Rock has also revealed a new collection of merchandise that is inspired by the new ambassador.
Customers can purchase garments that show some of the Messi’s most characteristic symbols, like the lion, the number 10 and his own logo.
“Over the past five decades, the Hard Rock brand has grown to become one of the world’s most recognizable and beloved brands, with a Cafe, Hotel or Casino located in 68 countries,” said Hard Rock International chairman Jim Allen. “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.”
Messi added: “I am honored to partner with such a renowned brand as 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. It is an honor to be the first athlete to partner with a brand who has a history of teaming with music legends.”
Hard Rock added that the agreement was sealed through a gift exchange between Messi and Allen, as Messi gave the chairman a signed replica of his Ballon d’Or award, while Allen gave a specially designed electric guitar.
