June 15 – Argentina and FC Barcelona star Lionel Messi will be a brand ambassador for Hard Rock in a five-year deal to mark the 50th anniversary of the brand.
“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,” said chairman of Hard Rock International 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.”
The brand has unveiled a new collection of merchandise inspired by the Argentine and it is available in all its stores and online shops. In addition to the special 50th-anniversary logo, the merchandise also shows some of the player’s most iconic symbols such as the lion and the 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.
“Sports and music are an integral part of my life, a perfect combination between my profession and my leisure time,” said Messi. “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.”
On Monday, Messi ensured Argentina got a point from their opening game at the Copa America with a 33rd minute strike against Chile. In Group B, Messi and Argentina will also meet Paraguay, Uruguay and Bolivia.
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