Greatness Happens Here

In the summer of 2021, we kicked off a long-term strategic partnership with global superstar and icon of the soccer world, Leo Messi. Rallying behind our LIVE GREATNESS campaign, we kicked of our 50th anniversary with his help and immediately attracted a new set of global customers of all ages and walks of life to our worldwide footprint of Hard Rock Cafes. Through our partnership, we sold a record of Messi Burgers and created two sought-after apparel lines that was a success across our Rock Shop footprint. Along the way, this unbeatable combination of Messi + Hard Rock has generated an unprecedented amount of interest, engagement, and appeal across all consumer touchpoints for our great Brand. Our partnership has not been one-sided… Since linking his Image and namesake with the Hard Rock Brand, Messi himself has transformed from being a soccer icon to a soccer legend, winning the 2021 Americas Cup, the Finalissima Cup and the 2022 FIFA World Cup Championship, playing in unprecedented form, and inspiring the world over with his stunning play, leadership and heart. It’s for these reasons – and many more – that we are brimming with excitement and anticipation to launch another groundbreaking campaign with Leo Messi which will assuredly continue to drive brand relevancy, traffic, and sales across our global cafes, hotels, and casinos. In this new and upcoming chapter of our now storied partnership, we will see Leo not only as our brand ambassador – but an actual member of our team! Greatness Happens Here