Hard Rock Cafe and Messi Launch Club World Cup Apparel

Hard Rock Cafe has teamed up once again with Lionel Messi to release a new merchandise collection ahead of the 2025 FIFA Club World Cup. The launch was revealed through Messi’s own Instagram, where he appeared wearing one of the branded shirts now available for purchase.

Good to know

• Messi and Hard Rock International began their five-year partnership in 2021.
• The new collection is part of the “We play together” campaign.
• Hard Rock customers can now earn loyalty points across all platforms through Unity by Hard Rock.

The collection forms part of Hard Rock Cafe’s latest campaign, designed to connect global football fans through food, fashion, and entertainment. Titled “We play together,” the campaign includes bundle deals that pair Messi-themed food items with the newly launched apparel. The rollout arrives just before the 2025 FIFA Club World Cup, giving fans a chance to gear up for the tournament with something fresh.

Messi expressed his enthusiasm for the launch by saying, “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.”

The Hard Rock brand, which includes Hotels, Casinos, Cafes, and Rock Shops, operates in 68 countries. This global presence has helped the brand build on the popularity of international stars like Messi to create a unifying fan experience across locations.

In addition to the Messi collaboration, Hard Rock International also recently announced the integration of its online betting platform, Hard Rock Bet, with the Unity by Hard Rock loyalty program. The move allows users to earn and redeem points across its cafes, hotels, casinos, and retail stores. Customers can now link their entertainment and gaming experiences under one rewards structure.

Eric Martino, President of Hard Rock Cafe & Retail, commented on the renewed Messi collaboration, saying, “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.”