Hard Rock International
secured a five-year contract for a global brand ambassador from Lionel Messiwho becomes the first athlete to partner with a gaming, entertainment and hospitality company.
This is the first step to what the company promises to be a year-long 50th Anniversary Celebration that will also provide a collection of Messi-inspired merchandise.
"I am honored to work with such a renowned brand as Hard Rock, and even more so at this historic moment - its 86th anniversary." Messi added.
“Sport and music are an integral part of my life, the perfect combination of my profession and free time. Combining both is a great success and I am very glad that they were counting on me for this exceptional result. It's an honor to be the first athlete to partner with a brand that has a history of working with music legends. ”
The collaboration was sealed with a gift exchange, in which Messi donated a replica of one of his Ballon d'Or trophies, with the HRI turning around with an electric guitar specially designed for Messi.
A replica of this, signed by the player, will be exhibited at the Hard Rock site which will be announced shortly, adding to the collection of musical memorabilia that numbers over , 000 pieces.
"Over the past five decades, the Hard Rock brand has become one of the most recognized and loved brands in the world, with a cafe, hotel or casino located in 50 countries," he said Jim Allen, president of Hard Rock International.
“When we reached the 50th anniversary milestone, we knew we had to work with the icon to help us celebrate in a new and unexpected way, and there was no better choice than the legendary Lionel Messi.
Last week, HRI made its debut in partnership with Ultimate Jet Charters, with an exclusive airline service transporting people to its property in Atlantic City.
Launched under the Nickname Hard Rock Air, the new VIP air charter service with VIP seating is aimed at high-end customers traveling to the resort from select markets across the region.