Hard Rock International has rolled out a new global campaign titled “All Teams. One Place.” ahead of this summer’s premier soccer tournament, enlisting soccer icon Leo Messi as both brand ambassador and campaign face.
Messi’s Legendary Suite and Culinary Creations
Two flagship properties – the Hard Rock Hotel New York and the Seminole Hard Rock Hotel & Casino in Hollywood, Florida – will host the Messi Legendary Suite, a lavish accommodation that will be available for stays from early June through late July 2026. In parallel, chefs have crafted the Messi Legendary Burger, a limited‑time menu item that blends the star’s favorite flavors with Hard Rock’s signature flair, while a suite of globally inspired shareable plates debuts across participating cafés.
Fans can also vie for more than 300 Unity loyalty points, as well as a collection of hotel stays at iconic Hard Rock destinations, through a sweepstakes that runs from June 15 to July 31, 2026. The grand prize includes airfare to South Florida, a two‑night stay at the Guitar Hotel in Hollywood, and a personal meeting with Messi, while four runners‑up will each receive a comparable hotel experience at other marquee locations.
A Partnership with Purpose
Beyond entertainment, Hard Rock has aligned the campaign with It’s a Penalty, a nonprofit dedicated to combating human trafficking, pledging support for the organization’s prevention and awareness efforts. The collaboration underscores the brand’s commitment to leveraging its platform for social impact.
From Miami to Mexico’s Riviera Maya and Punta Cana, Hard Rock Cafés worldwide will transform into vibrant watch parties, broadcasting matches and inviting supporters to rally behind their teams. Meanwhile, the Hard Rock World Cup Countries collection, featuring apparel and memorabilia, is now on sale at Rock Shop locations and online at shop.hardrock.com.
In remarks, Messi highlighted the campaign’s ability to let fans “represent their team and watch the matches together,” while Jim Allen, chairman of Hard Rock International, emphasized the brand’s role in creating an “energetic, inclusive atmosphere for fans everywhere.”