Hard Rock Cafe Unveils Limited-Edition Merchandise with Global Brand Ambassador Lionel Messi Ahead of International Soccer Tournament

Hard Rock Cafe, in partnership with international soccer icon Lionel Messi, launched new merchandise coinciding with one of the year’s most anticipated global soccer tournaments.

The collection debuts as part of Hard Rock’s “WE PLAY TOGETHER” campaign, which unites soccer fans to celebrate the sport. The campaign will feature special experiences and exclusive offers, such as bundle deals combining themed Messi menu and retail items, for guests to watch each match and show support for their favorite teams.

“It’s always exciting to begin a major global tournament and this special new collection with Hard Rock gives fans even more to cheer about. Hard Rock creates the perfect atmosphere to enjoy great food and connect with fellow fans over a shared love of football, no matter where you are in the world,” said Lionel Messi.

Lionel Messi announced the collection via an Instagram post, where he donned one of the custom tees now available for purchase.

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“We’re thrilled to continue our partnership with Lionel Messi through our ‘WE PLAY TOGETHER’ campaign to celebrate the beautiful game and a special tournament. This initiative invites soccer fans to celebrate the tournament in true Hard Rock style—with exceptional dining experiences, iconic merchandise, unforgettable entertainment and the vibrant energy that only our Cafes can deliver,” said Eric Martino, President of Hard Rock Café & Retail.