Since opening the doors of the first Hard Rock Cafe in London in 1971, Hard Rock International has established itself as one of the most globally recognised companies in the world.

The brand is kicking-off its anniversary celebrations by unveiling a new partnership with footballer Lionel Messi, who will serve as brand ambassador for the next five years, as the first athlete to partner with Hard Rock. 

The partnership harkens back to Hard Rock’s roots, as the brand’s world-famous T-shirts came to fruition when the original London Cafe sponsored a local football team in the early 1970s.

The team T-shirt featured the simple Hard Rock logo.

The extra shirts were returned to the cafe and then given away to loyal customers.

Eventually the restaurant had to set up a separate concession stand to handle T-shirt sales.

To this day, Hard Rock’s Classic T-shirt remains an integral part of the brand’s identity. 

As part of the new partnership, Hard Rock has also unveiled a new collection of merchandise inspired by its new ambassador.

Find out more above.