Hard Rock Internationally established in London in 1971, is one of the most globally recognized companies in the world, located in 68 countries. The brand is kicking off its anniversary celebrations by unveiling a new partnership with footballer Lionel Messi, who will serve as brand ambassador for the next five years, as the first athlete to partner with Hard Rock. 

Allen and Messi have sealed this agreement with an original gift exchange. Messi has given him a signed replica of his golden ball, a gesture that Allen has reciprocated with an electric guitar designed especially for him. A replica of this guitar, signed by the player, will be displayed at a Hard Rock property to be announced soon, making it part the most valuable collection of musical objects in the world.

As part of the campaign, Messi makes his debut as an ambassador starring in a commercial that consists of his skills with the soccer ball.

“I am honored to partner with such a renowned brand as Hard Rock, and even more so at this historic moment - its 50th anniversary!” said Lionel Messi. “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 honor to be the first athlete to partner with a brand who has a history of teaming with music legends."

As part of the new partnership, Hard Rock has also unveiled a new collection of merchandise inspired by its new ambassador. In addition to the special 50th anniversary logo, the garments show some of the player's most characteristic symbols, such as the lion, the number 10 and his own logo. This collection joins the brand's iconic merchandising line, available in all its stores and online shop: https://shop.hardrock.com/en-us/messi