Hard Rock steps into next era of Lionel Messi partnership

12 July 2023

(PRESS RELEASE) -- Hard Rock International is once again teaming up with global brand ambassador, Lionel Messi, to launch a new namesake menu item "Made For You by Leo Messi" – the Messi Chicken Sandwich.

Inspired by one of the soccer legend's favorite Argentinean dishes growing up, the new "Milanese style" Chicken Sandwich is perfectly timed to Messi's historic entrance into Major League Soccer and more importantly, South Florida, home of the iconic Guitar Hotel at Seminole Hard Rock Hotel & Casino Hollywood.

Starting today, foodies, soccer and sports fans around the world can experience a new level of greatness by ordering the Messi Chicken Sandwich at participating Hard Rock Cafe locations and Hard Rock Hotels & Casinos via in-room dining worldwide.

"I'm thrilled to bring the flavors of my home country to the world with the launch of my very own Chicken Sandwich, inspired by one of my favorite dishes, the Milanesa," said Lionel Messi, world-renowned soccer sensation and international icon. "There has been no better partner than Hard Rock International in bringing this to life. Like any great teammate, Hard Rock has been with me through historic milestones, and I can't wait for my fans all over the world to get a taste of one of my childhood favorites that still makes me feel at home, wherever in the world I am."

The Messi Chicken Sandwich is inspired by Messi's love of Milanese, an Argentinean staple. Greatness comes in many forms, proven by this delicious, crispy Milanese-style chicken breast topped with melted provolone cheese and an herbed aioli. Paired with fresh tomatoes and arugula for a winning bite every time, the Messi Chicken Sandwich is handheld perfection served on a toasted artisan bun.

"Leo Messi is not just one of the greatest athletes and cultural icons on the planet, he's also an ambassador who aligns very closely with our values as an organization," said Jim Allen, Chairman of Hard Rock International. "We are extremely honored to partner with someone who embodies the champion and winning spirit in all facets of his professional and personal life, and we look forward to welcoming him to the U.S. as part of our extended Hard Rock family."

As part of the campaign, Hard Rock International has released a TV commercial directed by Marco Grandia and the Yes, We're Open agency titled "Something New is Cooking," starring Lionel Messi and now airing in local markets around the world. In addition, fans can unlock unique 360 digital experiences by scanning a QR code, leading to a special welcome message from Lionel Messi himself, an AR experience with Messi and the Chicken Sandwich, Messi trivia games, online shopping and more.

"Greatness Happens Here" ushers in the next era of Hard Rock International's partnership with Messi, following the March 2022 launch of the "LIVE GREATNESS" campaign and the Messi Burger. In November 2022, the brand launched a new co-branded retail collection and special-edition version of the fan-favorite Messi Burger – the Champion's Edition – in honor of Messi's world championship run and historic win.

Related Links
Seminole Hard Rock Hotel & Casino Hollywood Details
Hard Rock International Gaming Vendor Information

Featured Vendors
Sunkist Graphics, Inc.
Regulatory Management Counselors, PC
Sunkist Graphics, Inc.
Specializing in the creation of best-of-breed gaming graphics - slot glass, sign faces, and more
Regulatory Management Counselors, PC
Over 45 years of experience serving the legal and regulatory needs of casino industry clients
Imagine This
Oklahoma Indian Gaming Association (OIGA) Conference
Imagine This
Imagine This #1 Source for Player Gifts. Over $50 million in stock ready to ship! Let us serve you!
Oklahoma Indian Gaming Association (OIGA) Conference
The biggest little show in Indian gaming! Save the date: July 14-16, 2025 Oklahoma City
TribalHub
Casino Network
TribalHub
26th Annual TribalNet Conference Sept 15-18, 2025 at Grand Sierra Resort and Casino in Reno, Nevada
Casino Network
20+ years experience selling refurbished slot machines, parts & glass for all major brands
REDW Business & Financial Resources, LLC
Texas Slots & Gaming
REDW Business & Financial Resources, LLC
Improve Your Odds of Success: Trust in REDW’s Tribal Casino Operations & Audit Experts!
Texas Slots & Gaming
Wholesale gaming reimagined. Texas Slots & Gaming is your sustainable gaming partner.
Rymax Marketing Services, Inc.
Prezzee
Rymax Marketing Services, Inc.
Leader in creating award winning player & employee loyalty programs & events proven to increase ROI
Prezzee
Prezzee provides digital gift cards from top brands to reward loyal guests and employees.
Players Pal
Casino City Press
Players Pal
Revolutionize the way you connect with your casino players with the Players Pal mobile app
Casino City Press
A leading publisher and distributor of casino and gaming business data and market research reports.
Casino Schedule Ease
Slot Machines Unlimited
Casino Schedule Ease
Full Featured & customizable for the complex scheduling needs of table games & other casino depts
Slot Machines Unlimited
Exporter of IGT, Williams, AVP, Trimline, Aristocrat, Konami, Bally, & parts over 20 yrs experience
Betson Imperial Parts & Service
Concept 3, LLC
Betson Imperial Parts & Service
Your one stop shop for all your gaming and OEM needs!
Concept 3, LLC
Custom Creations, Unmatched Value – Elevating Brands with Quality & Savings Since 2004


Your Guide to 14,967 Gaming Industry Suppliers