Hard Rock International has unveiled a sweeping marketing effort called "All Teams. One Place." that ties the excitement of this summer’s global soccer tournament to the brand’s hospitality and culinary offerings. The campaign, anchored by a partnership with Lionel Messi, aims to bring fans from every corner of the world together under a single, unifying theme.
Central to the rollout is a worldwide sweepstakes that runs from June 15 to July 31, 2026. The grand prize promises a meet‑and‑greet with Messi and a two‑night stay at the Guitar Hotel in Hollywood, Florida, while more than 300 additional prizes are up for grabs. Participants can enter through a dedicated online portal that highlights the campaign’s focus on community and competition.
In conjunction with the promotion, Hard Rock has introduced a limited‑time Messi Legendary Burger and a suite of globally inspired shareable dishes at its flagship venues. The new menu items are complemented by apparel representing World Cup nations and an expanded Messi retail collection, giving supporters a chance to wear and taste the partnership.
Luxury accommodations tied to the campaign are available at the Hard Rock Hotel New York and the Seminole Hard Rock Hotel & Casino Hollywood. Guests can book the exclusive Messi Legendary Suite, a specially designed room that blends the athlete’s brand aesthetic with the property’s signature style. The suite experience is part of a broader effort to blend sport, hospitality and entertainment.
Messi’s Vision and Hard Rock’s Commitment
Speaking about the collaboration, Messi said the campaign unites fans worldwide in their love for the game and pride for their country. He emphasized the shared passion for sport that drives both the athlete and the brand. Jim Allen, Chairman of Hard Rock International, echoed the sentiment, noting that the initiative celebrates not only the tournament but also the global community that gathers around it.
The promotional spot featuring Messi was filmed at the Seminole Hard Rock Hotel & Casino Hollywood, showcasing the venue’s vibrant atmosphere and its role as a hub for the campaign’s U.S. activities. Allen highlighted that the partnership reflects Hard Rock’s dedication to creating memorable experiences that resonate across cultures and borders.