- Hard Rock International is kicking off a year-long celebration of its 50th anniversary by partnering with legendary Argentine soccer superstar Lionel Messi.
- The deal calls for Messi, captain of FC Barcelona and Argentina’s national soccer team, to serve as its brand ambassador for the next five years.
- The partnership is Hard Rock’s first with a professional athlete and arguably represents one of the biggest components of its “Live Greatness” campaign to support the Hard Rock brand.
Hard Rock International is kicking off a year-long celebration of its 50th anniversary by partnering with legendary Argentine soccer superstar Lionel Messi.
The deal calls for Messi, captain of FC Barcelona and Argentina’s national soccer team, to serve as its brand ambassador for the next five years.
The partnership is Hard Rock’s first with a professional athlete and arguably represents one of the biggest components of its “Live Greatness” campaign to support the Hard Rock brand. It is also the latest in a series of high-profile ambassadorships between the world’s soccer superstars and online 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,” said Jim Allen, chairman of Hard Rock International and CEO of Seminole Gaming. “There was no better choice than the legendary Lionel Messi.”
