Hard Rock International Year-long 50th Anni Celebration

In Christine on The Scene by Christine McKellar

Soccer Legend Signs Five-Year Worldwide Deal as Hard Rock International Ambassador

 

Since opening the doors of the first Hard Rock Cafe in London in 1971, Hard Rock International has established itself as one of the most globally recognized companies in the world. The brand is kicking off its 50th anniversary celebrations this month by unveiling a new partnership with footballer Lionel Messi, who will serve as brand ambassador for the next five years, as the first athlete to partner with Hard Rock.

The partnership harkens back to Hard Rock’s roots, as the brand’s world-famous T-shirts came to fruition when the original London Cafe sponsored a local football (soccer) team in the early 1970s. The team T[1]shirt featured the simple Hard Rock logo. The extra shirts were returned to the cafe and then given away to loyal customers. Eventually the restaurant had to set up a separate concession stand to handle T-shirt sales. To this day, Hard Rock’s Classic T-shirt remains an integral part of the brand’s identity.

As part of the new partnership, 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. ShopMessi.  Five percent of sales of Messi merchandise in Hard Rock Cafe Las Vegas will be donated to Tomorrow’s Stars Foundation.   

“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 Jim Allen, Chairman, Hard Rock International. and CEO, Seminole Gaming. “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.”

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.

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