Hard Rock International has commemorated its 50th-anniversary festivities by announcing the appointment of FC Barcelona’s Lionel Messi as its new brand ambassador for the next five years. Messi is the first Argentinian athlete to engage with Hard Rock.
Hard Rock has launched a new Messi-inspired product range under its new relationship, accessible in all its storefronts and online shops. The clothes depict some of the player’s most prominent identifiers, including the lion, his Barcelona shirt number 10, Messian’s emblem, and the unique 50th birthday symbol.
Messi has also featured in the brand’s latest one-minute shot, showing his abilities while surrounded by Hard Rock memorabilia and paparazzi.
Expressing delight, the six-time Ballon d’Or winner, said: “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. It is an honour to be the first athlete to partner with a brand who has a history of teaming with music legends.”
Jim Allen, Chairman of Hard Rock International, said: “Over the past five decades, the Hard Rock brand has grown to become one of the world’s most recognisable and beloved brands, with a Cafe, Hotel or Casino located in 68 countries. 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 and Jim Allen clinched the deal with an exciting gift exchange. The legend presented Allen with an autographed replica of his golden ball in return for a personalized electric guitar exhibited at a Hard Rock hotel to be revealed soon.