Hard Rock scores big: Lionel Messi’s epic collaboration with Hard Rock International

On June 13, 2021, Hard Rock International commenced its 50th-anniversary celebration and announced a partnership with Lionel Messi.

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Basic contract details

Start date: 13.06.2021
Status: Brand ambassador
Contract duration: 5 years

Since the opening of the first Hard Rock Cafe in London in 1971, Hard Rock International has established itself as one of the most recognizable company globally. Lionel Messi is set to become a brand ambassador for the next five years, marking the first collaboration between a athlete and Hard Rock.

This partnership takes Hard Rock back to its roots when the original London cafe sponsored a local football team in the early 1970s. The team’s football shirts featured the simple Hard Rock logo. Additional shirts were returned to the cafe and distributed to loyal customers. Eventually, a separate section had to be set up for shirt sales. To this day, the classic Hard Rock shirt remains an integral part of the brand’s identity.

The partnership is part of the “Live Greatness” campaign that Hard Rock launched on its 50th anniversary, marking a turning point in the brand’s history, honoring its past and shining a beacon of light towards the future.

As part of the campaign, Messi will feature in advertisements that combine his football skills with precious attributes of the brand.

2021

As part of the new partnership, Hard Rock has also introduced a new collection of merchandise inspired by Lionel Messi. In addition to the special 50th-anniversary logo, the clothing showcases some of the player’s most characteristic symbols, such as the lion, the number 10, and his own logo. This collection is part of the brand’s iconic product line, available in all its stores and online.

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In July 2021, the Argentina team won the Copa America. Hard Rock congratulated his ambassador and team on their victory on social networks.

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2022

On April 2022, Hard Rock Cafe and Lionel Messi joined forces to offer fans worldwide the Messi Burger Champion’s Edition. The new dish was added to restaurant’s menu worldwide.

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Exclusively available at Hard Rock Cafes worldwide, the Messi Burger Champion’s Edition is fit for the G.O.A.T and now comes with three complimentary dipping sauces: aioli, Latin chili, and Messi’s favorite, chimichurri; perfect for pairing with the burger and dipping hot fries for an overall winning taste experience.

The launch of the new menu was accompanied by a large offline company. In one of the chain’s restaurants located in Times Square in New York, a wax figure of a football player was installed, who at that time still played for Paris Saint-Germain.

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The Messi Burger gained global popularity. And as part of the “Live Greatness” campaign the brand has launched a new retail collection, including hoodies, which are available for purchase at the Rock Shop in Hard Rock Cafes worldwide.

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On December 18, Messi raised the World Cup trophy over his head for the first time in his brilliant career. His photo, which has received more than 75 million likes to date, is considered the most popular on Instagram. And this could not but affect Messimania around the world and interest in branded products. Hard Rock congratulated its ambassador on this achievement on social networks

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2023

In June, Hard Rock Cafe published a mysterious post announcing a likely expansion of the Messi menu.

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On July 12, Hard Rock published a promotional video on social networks about the launch of the new Messi Chicken Sandwich. Just 3 days later, Lionel signed a player contract with Inter Miami.

As part of the campaign, Hard Rock International has released a TV commercial titled “Something New is Cooking,” directed by Marco Grandia and the Yes, We’re Open agency, featuring Lionel Messi.

The Messi Chicken Sandwich is inspired by Messi’s love for Milanese, a staple in Argentinean cuisine. Greatness comes in many forms, proven by this delightful, crispy Milanese-style chicken breast with melted provolone cheese and herbed aioli. Paired with fresh tomatoes and arugula for a winning bite every time, the Messi Chicken Sandwich is handheld perfection served on a toasted artisan bun.

In addition, fans could unlock unique 360-degree digital experiences by scanning a QR code, leading to a special welcome message from Lionel Messi himself, a virtual experience with Messi and the Chicken Sandwich, quizzes with Messi, online shopping, and much more.

In October, the company continued to expand its line of Messi products. And according to tradition, a post was published on social networks announcing the presentation of the new menu.

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The day before, a text was launched on the famous building of the Hard Rock Hotel and Casino in Florida, which read New Messi Kids Menu!

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On October 3, a large-scale presentation of the Hard Rock Cafe kids menu from Messi took place

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The premiere of the new menu took place in all Hard Rock cafes and some hotels and casinos worldwide. In this partnership between Hard Rock International and the global football star, you can find specialties such as Messi X Burger, Messi’s Golden Chicken, and other child-friendly options. A special gift from the international sports icon includes mini golden soccer balls, collector’s posters, activity sheets, and stickers for each meal. And already at the end of October, Messi received the Ballon d’Or for the 8th time.

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With the new product collection Hard Rock X Messi 3.0, designed for both children and adults, fans can bring a bit of “Messi magic” to their homes. Among the products available in selected Rock stores are the Messi Chef’s Apron in a children’s size and a special mini soccer ball. Part of the proceeds from the sale of mini balls in Rock stores will be donated to charitable foundations supporting children worldwide through the Hard Rock Heals Foundation.

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An additional bonus for fans is the opportunity to scan a QR code and have a digital “encounter” with Leo Messi in a 360° view. Thanks to artificial intelligence, they can see Messi eating chicken or greeting fans in the Hard Rock cafe. In the 360° format, new retail options for children and adults, quizzes, downloadable wallpapers, and more are also available.

Hard Rock International (HRI) is one of the most recognizable companies globally, with a presence in 68 countries covering 239 locations, including owned/licensed or managed hotels, casinos, Rock shops, concert venues, and cafes.

In 2020, HRI also launched a joint venture named Hard Rock Digital, an online sportsbook, retail sportsbook, and gaming internet platform. Starting with Eric Clapton’s guitar, Hard Rock possesses the largest and most valuable collection of authentic music memorabilia globally, with over 86,000 exhibits showcased in its locations worldwide.