A Summer of Soccer Meets Hard Rock's Global Celebration
Hard Rock International has unveiled the "All Teams. One Place." campaign to mark the arrival of the summer’s premier soccer tournament, weaving together fans from every corner of the globe through a series of exclusive experiences and prizes.
At the heart of the initiative is a partnership with Lionel Messi, the record‑breaking athlete who now serves as a Hard Rock brand ambassador. Messi’s involvement lends the campaign a truly international flavor, linking the excitement of the World Cup to the brand’s vibrant hospitality venues.
From June 15 through July 31, 2026, fans can enter a global sweepstakes that offers a grand prize of a meet‑and‑greet with Messi, round‑trip airfare to South Florida and a two‑night stay at The Guitar Hotel. Four runners‑up will each receive a hotel stay at one of Hard Rock’s iconic properties, while more than 300 loyalty‑program members will be awarded points and merchandise.
The prize package also includes stays in newly created Messi Legendary Suites at Hard Rock Hotel New York and Seminole Hard Rock Hotel & Casino Hollywood. Each suite comes with a $200 Rock Shop® gift card, a swag bag and two limited‑edition #10 Messi Hotel Robes, and is available for booking during the tournament window.
Beyond the sweepstakes, Hard Rock is rolling out a limited‑time menu that features the Messi Legendary Burger and a selection of globally inspired shareable dishes. The offering debuts at participating cafés, which will transform into World Cup watch parties through July 31, creating a communal atmosphere for fans cheering on their teams.
Jim Allen, Chairman of Hard Rock International, highlighted the brand’s commitment to delivering an energetic and inclusive environment for supporters, while Messi emphasized that the campaign unites fans worldwide in their love for the game and pride for their country.
The activation extends to more than 80 countries where Hard Rock operates hotels, casinos, Rock Shops®, live venues and cafés. In addition, the company has partnered with the nonprofit organization It’s a Penalty, reinforcing its dedication to preventing abuse, exploitation and human trafficking.
Loyalty members of Unity™ by Hard Rock will earn points across participating properties, further incentivizing engagement throughout the tournament period.