A Global Celebration of Football
Hard Rock International announced the "All Teams. One Place." campaign for the upcoming global soccer tournament, enlisting Lionel Messi as its brand ambassador and tying the brand to fans across continents.
The initiative centers on a partnership with the Argentine star, aiming to unite supporters through a series of experiences linked to the sport's biggest stage, from exclusive hotel suites to limited‑time menu items.
A worldwide sweepstakes runs from June 15 to July 31, 2026, offering a grand prize that includes a meet‑and‑greet with Messi and a two‑night stay at the Guitar Hotel in Hollywood, Florida, alongside more than 300 additional prizes for participants.
Fans can access exclusive Messi Legendary Suite experiences at the Hard Rock Hotel New York and the Seminole Hard Rock Hotel & Casino Hollywood, where a new Legendary Burger, co‑created with the player, will be served.
The campaign also introduces globally inspired shareable dishes and apparel that celebrate World Cup‑participating nations, all available through Hard Rock’s retail collections and new menu items.
A newly filmed advertisement featuring Messi captures the spirit of unity, showcasing the athlete’s passion for the game and the brand’s commitment to community.
Jim Allen, chairman of Hard Rock International, said the campaign reflects a celebration of sport that connects supporters worldwide, while Messi noted that the effort lets fans represent their teams and watch matches together.
The sweepstakes period, from mid‑June to late July 2026, provides a limited window for participants to engage with the brand’s football‑centric activations across the United States and beyond.