Hard Rock International is kicking off its 50th-anniversary celebrations with a new partnership with footballer Lionel Messi. Messi will serve as Hard Rock’s first athlete brand ambassador for the next five years.
The collaboration harkens back to Hard Rock’s origins, as the brand’s world-famous t-shirts were born when the original London Cafe sponsored a local football team in the early 1970s, with the team T-shirt featuring the Hard Rock logo.
Hard Rock has also released a new line of merchandise inspired by its new ambassador. The garments feature some of the player’s most recognizable symbols, such as the lion.
“Over the last five decades, the Hard Rock brand has grown to become one of the world’s most recognizable brands. It also features a Cafe, Hotel, and casinos in 68 countries now,” Jim Allen said.
“I am glad to partner with such a renowned brand as Hard Rock, especially at this historic moment – its 50th anniversary!” Lionel Messi said. “Sports and music are an essential part of my life, providing a perfect balance between my profession and my leisure time.