NewsSportsHard Rock Cafe celebrates 50th anniversary by announcing partnership...

Hard Rock Cafe celebrates 50th anniversary by announcing partnership with Messi


Since opening the doors of the first Hard Rock Cafe in London in 1971, Hard Rock International has established itself as one of the most recognized companies worldwide. The brand kicks off the celebrations for its 50th anniversary by unveiling the partnership with footballer Lionel Messi, who thus becomes the first Hard Rock ambassador among athletes. The agreement will last for five years. The collaboration harks back to Hard Rock’s roots: the now world-famous Classic T’s were made when London’s first Cafe sponsored a local football team in the early 1970s, putting their logo on their soccer jerseys. game. The unused shirts were returned to the Cafe and then given away to the most loyal customers. Eventually, the restaurant had to set up a separate stand to manage the sale of this material. To this day, Hard Rock’s Classic T remains an integral part of the brand’s identity. By virtue of the prestigious partnership, Hard Rock has created a new collection inspired by its new ambassador. In addition to the special 50th anniversary logo, the concept of the new merchandising enhances some of the most important characteristics of the Argentine champion, 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 on the online shop”Over the past five decades, the Hard Rock brand has grown to become one of the most recognizable and loved brands in the world, with a Cafe, Hotel or Casino located in 68 countries, “said Jim Allen president of Hard Rock International. “When we hit the milestone of our 50th anniversary, we were also aware that to give this milestone the right spotlight we needed to celebrate with an equally important icon. And there was no better choice than the legendary Lionel Messi.” “I am honored to partner with a brand as renowned as Hard Rock, and even more so in this historic moment – its 50th anniversary!” Lionel Messi said. “Sport and music are an integral part of my life, a perfect combination of my profession and free time. Combining both is a great success, and I am very happy that they have counted on me for this special occasion. It is an honor. to be the first athlete to join a brand that has a historical affinity with the legends of music. “Allen and Messi sealed this agreement with an original exchange of gifts. Messi gave a signed replica of his Ballon d’Or, a gesture that Allen returned with an electric guitar designed especially for him. A copy of the guitar, signed by the player, will be on display at a Hard Rock location to be announced shortly, making it part of the world’s most valuable collection of musical items. The partnership is part of “Live Greatness” the new campaign that Hard Rock is launching for its 50th anniversary, to mark a before and after in the history of the brand: honoring the past, but shining a new light in the future. In this campaign, Messi makes his debut as an ambassador, starring in a commercial that combines his football skills in an original way, and which takes its place among the brand’s beloved memorabilia. 14 June 2021 marks the 50th anniversary of the opening of Hard Rock Cafe in London. On this important occasion, and to kick off the celebrations, the museum restaurants of Florence, Venice and Rome will offer the Country Burger for 0.71 Euros. Reservations available on From June 14 to 30 on the Delivery platforms it will be possible to order the dedicated Founder’s Day Bundle menu (HRC’s Country Burger + fries + Coca Cola). In the Cafe in Florence, where the tenth anniversary of the opening is also celebrated, Country Burgers can be ordered at the special price of 0.71 cents in two time slots from 11.00 to 12.00 and in replicas from 17 to 18.00 and Happy Hour from 5 pm to 6 pm Customers will be able to take a souvenir photo in the photo booth set up for the occasion on the stage of the Cafe in Florence, while a playlist of music videos will alternate. And, before the cutting of the cake that will conclude the celebrations, there will be the show of LUMEN INVOCO – Light Entertainment ‘and’ Butterfly Dance ‘starting at 8.30 pm – a suggestive luminous performance by professional dancers. All customers who attend the Cafe on June 14 will be given a slice of cake to celebrate this important anniversary. In the Cafe in Rome, the Country Burgers for 0.71 cents will be available from 11.00 to 12.00 and from 17.00 to 18.00; a photocall corner will be set up with the celebratory cake of the 50th anniversary; There will be themed decorations inside and “neon pink” lights on the facade. At 20.30 the Dj set with Cristiano Colaizzi to relive the classics of the 70s and beyond. 50 Country Burgers will be offered in 50 minutes in the Cafe in Venice from 11.30 to 12.40 in 50 minutes (upon reservation with confirmation of availability via email) and from 17.50 to 18.40 is replicated with another 50 burgers in the Happy Hour special which also includes a 50% discount on cocktails. Throughout the day, customers who decide to have lunch or dinner at the Cafe will receive a slice of cake. And then, Dj set with Christian Effe for 50 minutes of music, with the 50 best hits of the last 50 years. From 14 June in all Rock Shops inside the Cafes and in the Rock Shops Rialto (Venice) and Vatican (Rome) will be It is possible to buy the new Leo Messi merchandising.



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