Lionel Messi links up with Hard Rock as brand ambassador

Barcelona legend Lionel Messi has become a brand ambassador for US land-based casino operator Hard Rock International.

The partnership is part of “Live Greatness”, a new advertising campaign to celebrate the 50^th anniversary of the first Hard Rock Café in London in 1971.

The six-time Ballon d’Or winner and Barcelona’s all-time top goalscorer is the first athlete to partner with Hard Rock.

A new TV ad showcases his skills with a soccer ball amid Hard Rock memorabilia.

As part of the new partnership, Hard Rock has also unveiled a new collection of merchandise inspired by Messi.

In addition to a special 50^th anniversary logo, the garments show some of the player’s most iconic symbols, such as the lion, the number 10 from his Barcelona jersey and Messi’s own logo.

Sealing the partnership with a gift exchange, Hard Rock CEO Jim Allen presented the footballer with a specially designed electric guitar, while Messi gave Allen a signed replica of his golden ball.

“I am honored to partner with such a renowned brand as Hard Rock, and even more so at this historic moment,” Messi said.

“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,” Messi added.

Allen added: “As we reached our 50^th anniversary milestone, we knew that we needed to partner with an icon to help us celebrate in a new and unexpected way, and there was no better choice than the legendary Lionel Messi.”

Messi with his Hard Rock guitar