Hard Rock and Messi launch global fan campaign

The company has also added a range of globally inspired shareable menu items for a limited period

Hard Rock International has launched its All Teams. One Place. campaign ahead of this summer’s major international football tournament, partnering with brand ambassador Leo Messi to create a series of fan experiences, promotions and limited-edition products across its global portfolio.

The campaign spans Hard Rock hotels, casinos, cafes and retail locations, bringing together hospitality, food, merchandise and loyalty rewards as the company looks to engage football fans throughout the tournament.

Fan experiences take centre stage

A key element of the campaign is the Global Messi Sweepstakes, which will run from 15 June to 31 July 2026 across multiple markets including the United States, Canada, Mexico, Argentina, the United Kingdom, Ireland, Germany, Spain, Japan and Malaysia.

The grand prize includes a meet-and-greet with Leo Messi, return flights to South Florida and a two-night stay at The Guitar Hotel at Seminole Hard Rock Hotel & Casino Hollywood. Four runners-up will receive hotel stays at selected Hard Rock destinations, while more than 300 additional prizes will be awarded through the company's Unity loyalty programme.

The campaign also introduces Messi Legendary Suite experiences at Hard Rock Hotel New York and Seminole Hard Rock Hotel & Casino Hollywood, offering themed accommodation inspired by the football star.

Food, merchandise and hospitality activations

Hard Rock has expanded its collaboration with Leo Messi through the introduction of the Messi Legendary Burger, developed with input from the player and available at participating locations worldwide.

The company has also added a range of globally inspired shareable menu items for a limited period, alongside country-themed apparel linked to tournament participants. Additional products have been introduced to the existing Messi retail collection.

The campaign is supported by a new advertising campaign featuring Leo Messi, filmed at Seminole Hard Rock Hotel & Casino Hollywood, which highlights the atmosphere of tournament viewing and fan celebrations across Hard Rock venues.

Global community focus

Leo Messi: "This summer unites fans from around the world in their love for the game and pride for their country. I've always believed football is for everyone, and everything my friends at Hard Rock have created – hotel suites, cafe menus, country-inspired jerseys – help fans represent their team and watch the matches together."

Jim Allen, Chairman, Hard Rock International, and CEO, Seminole Gaming: "This is the ultimate celebration of sport and global community, and Hard Rock provides the energetic, inclusive atmosphere for fans everywhere. Whether you're staying in a Messi Legendary Suite at Hard Rock Hotel New York or Seminole Hard Rock Hotel & Casino Hollywood, enjoying a Messi Legendary Burger at one of our Cafes and select Hotels around the world, or vying for a chance to meet Leo himself with our sweepstakes, Hard Rock is the home for every fan, every team and every moment of this historic summer."

www.hardrock.com

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