Featured
Hard Rock begins year-long 50th anniversary celebration, partners with football legend Messi
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 first athlete to partner with Hard Rock.
“Over the past five decades, the Hard Rock brand has grown to become one of the world’s most recognisable and beloved brands, with a Cafe, Hotel or Casino located in 68 countries,” Jim Allen, Chairman of Hard Rock International, said.
“As we reached our 50th anniversary milestone, we knew that we needed to partner with an icon to help us celebrate in a new and unexpected way, and there was no better choice than the legendary Lionel Messi.”
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 (soccer) 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. In addition to the special 50th anniversary logo, the garments show some of the player’s most characteristic symbols, such as the lion, the number 10 and his own logo.
This collection joins the brand’s iconic merchandising line, available in all its stores and online shop.
“I am honoured to partner with such a renowned brand as Hard Rock, and even more so at this historic moment — its 50th anniversary,” Messi said.
“Sports and music are an integral part of my life, a perfect combination between my profession and my leisure time. Uniting both is a great success, and I am very happy that they have counted on me for this special outcome. It is an honour to be the first athlete to partner with a brand who has a history of teaming with music legends.”
Allen and Messi have sealed this agreement with an original gift exchange. Messi has given him a signed replica of his golden ball, a gesture that Allen has reciprocated with an electric guitar designed especially for him.
A replica of this guitar, signed by the player, will be displayed at a Hard Rock property to be announced soon, making it part the most valuable collection of musical objects in the world.
Live Greatness
The partnership is part of “Live Greatness”, the new campaign that Hard Rock has launched on its 50th anniversary, which marks a before and after in the brand, honouring its past and while shining a beacon of light towards the future.
As part of the campaign, Messi makes his debut as an ambassador starring in a commercial that unites his skills with the soccer ball as it takes its place among the cherished memorabilia of the brand.
Commemorating the 50th anniversary
June 14 marks the 50th Anniversary of Hard Rock Cafe opening its doors in London. To kick off this milestone, participating Hard Rock Cafes will be offering Country Burgers for $0.71 during the first hour of business that day.
Hard Rock Maldives
Located within CROSSROADS Maldives – the first integrated multi-island leisure destination in the country, Hard Rock Hotel Maldives is just a 15-minute boat ride from the airport.
Inspired by local culture, tropical architecture is infused with contemporary design featured alongside regionally inspired authentic music memorabilia.
The hotel also offers direct access to The Marina @ CROSSROADS Maldives, where an array of shops and over 10 restaurants, all styled on the chic elegance of a European Riviera, await.
From authentic American cuisine at Hard Rock Cafe Maldives to the acclaimed flavours of Ministry of Crab’s award-winning dishes and finely curated local specialties, the culinary offering sees a collision of cultures come together to offer an array of exotic international cuisines.
To learn more about Hard Rock Hotel Maldives and for bookings, please visit www.hardrockhotels.com/maldives.
Featured
Sun Siyam Olhuveli launches Coral Frame Adoption programme on Earth Day
To mark Earth Day, Sun Siyam Olhuveli, part of the Lifestyle Collection within the House of Siyam, launched its new marine conservation initiative, the Adopt A Coral Frame experience, during a morning event held on 22 April at Milano Beach on Dream Island.
The initiative forms part of the resort’s wider marine conservation efforts and is designed to give guests a direct way to engage with coral restoration while supporting the protection of the surrounding reef ecosystem.
During the launch, guests were introduced to the coral restoration process through a hands-on experience that explained how new coral growth can be supported through frame-based planting. Under the programme, guests are invited to select and adopt a coral frame, attach healthy coral fragments to it, and take part in placing it within the lagoon to help form a new reef structure.
The process begins with the collection of healthy coral fragments under the guidance of the resort’s marine biologist. These fragments are then secured to specially designed coral frames and placed in selected areas within the resort’s coral garden, where conditions are intended to support growth and marine biodiversity. Guests who adopt a frame will also receive updates on its progress, including photographs shared every six months.
The resort said the programme is intended to make coral conservation more accessible to guests while also highlighting the role of reefs in supporting marine life, protecting coastlines and maintaining ocean ecosystems.
Chaminda Upul, Group Sustainability Manager for Sun Siyam, said the initiative was designed to give guests an opportunity to contribute in a direct way.
“Earth Day is a reminder that even the smallest actions can shape something far greater,” he said. “With Adopt-A-Coral Frame, we wanted to create an experience where our guests can leave a positive mark on the ocean. It’s simple, it’s meaningful, and it stays with you.”
Hassan Adil, General Manager of Sun Siyam Olhuveli, said the resort wanted to create an experience that combines guest participation with long-term environmental value.
“At Olhuveli, we believe the best experiences are the ones that stay with you long after you leave. Adopt-A-Coral is our way of inviting guests to be part of something lasting, while caring for the natural beauty that makes this place so special,” he said.
Part of the proceeds from each coral adoption will go towards Sun Siyam Care, the group’s sustainability platform, supporting marine conservation and reef restoration efforts.
Through the launch of Adopt A Coral Frame, Sun Siyam Olhuveli is combining guest experience with reef restoration, reflecting a wider focus on environmental engagement within its island operations.
Featured
Atmosphere Core reports progress on energy, waste and coral restoration
Atmosphere Core has released its latest sustainability report, the Core Impact Report 2025, outlining progress across its Maldives operations in areas including energy use, waste management, marine conservation and community engagement.
Published on Earth Day 2026, the report sets out the company’s efforts to integrate sustainability into day-to-day operations and longer-term planning, at a time when tourism businesses face increasing pressure to demonstrate measurable environmental and social performance.
According to the report, Atmosphere Core generated 7.9 million kilowatt-hours of solar power over the past year, with renewable energy accounting for 13 per cent of its total energy demand. The company also reported that waste-to-value systems, including the conversion of 140 tonnes of organic waste into biogas energy, contributed to savings of more than 2.1 million litres of diesel and helped avoid over 5,700 tonnes of carbon emissions.
The report also details progress in reducing single-use plastics across Atmosphere Core’s portfolio of nine resorts. To date, the company said it has eliminated more than 2.1 million plastic bottles and 1.48 million plastic straws. These measures are supported by a centralised sourcing model aimed at improving operational efficiency and reducing waste across the supply chain.
Marine conservation remains a central part of the company’s sustainability programme. According to the report, more than 16,600 coral fragments have been planted across 360 reef frames as part of restoration efforts intended to support reef regeneration around its resorts.
The report also highlights the work of the Atmosphere Foundation, the company’s non-profit corporate social responsibility arm, which is currently supporting 26 projects focused on education, livelihoods and community resilience. Among these is a bamboo-planting initiative that has established more than 3,700 plants across 45 locations in the Maldives.
Atmosphere Core said sustainability is embedded across the business rather than treated as a separate initiative, reflecting a broader shift in the hospitality sector towards operational accountability and measurable outcomes.
Commenting on the report, Salil Panigrahi, Co-Founder and Managing Director of Atmosphere Core, said: “At Atmosphere Core, sustainability is not a parallel initiative; it is fundamental to how we operate and grow. The Core Impact Report reflects our commitment to moving beyond reducing impact to creating lasting value for our communities and ecosystems.”
“As we look ahead, our focus remains on scaling these efforts in a meaningful way, ensuring that each of our resorts contributes to a more resilient and regenerative future,” he added.
Through the report, Atmosphere Core is positioning its sustainability strategy around data-led progress in environmental management and community engagement, while aligning its operations with wider industry expectations on climate and destination stewardship.
Action
SO/ Maldives introduces ‘Fight Fit’ wellness activation
On Saturday, 25 April 2026, SO/ Maldives will stage its “Fight Fit” island activation as part of the resort’s ongoing 120 Days Fitness Challenge, bringing together fitness, wellness and local collaboration in a resort-wide programme.
Developed in partnership with Fight Soul Maldives, a local fitness collective focused on combat sports, the activation is designed to offer guests both participation and live viewing experiences while also bringing a local element into the resort’s wellness programming.
A key part of the activation is the Muay Thai Guest Workshop, where guests will have the opportunity to train with fighters from Fight Soul Maldives. Open to different fitness levels, the sessions will introduce the basics of Muay Thai through drills, technique-based training and group activity.
The programme will extend across the island through a series of activities including sunrise yoga, beach combat training, aqua yoga accompanied by DJ music, and sunset fight showcases. According to the resort, the aim is to combine physical activity with the island setting through a range of structured wellness experiences.
The activation will also include a healthy menu developed to support fitness and balanced living, in line with the resort’s wider wellness focus.
Guests will also be invited to take part in a skincare workshop and ritual linked to the launch of products from Comfort Zone. The experience will introduce skincare practices based on science and sustainability as part of the broader wellness programme.
In the evening, the programme will continue with foam parties, fire dance performances, and live Muay Thai and kickboxing exhibitions featuring athletes from Fight Soul Maldives.
Through “Fight Fit”, SO/ Maldives is presenting a wellness-led island activation that combines fitness, lifestyle programming and collaboration with local talent.
-
Awards1 week agoAtmosphere Core secures British Airways Holidays awards across five Maldives resorts
-
News7 days agoSun Siyam Iru Fushi introduces immersive wellness programme with Regina Gimranova
-
Drink1 week agoLily Beach announces guest bartender residency featuring Vyacheslav Kasitsyn
-
Featured1 week agoWorld Art Day inspires new Graffiti Club at InterContinental Maldives Maamunagau Resort
-
Featured1 week agoAngsana Velavaru marks reopening of upgraded futsal ground
-
News1 week agoAlila Kothaifaru Maldives expands wellness programme with curated experiences
-
Celebration1 week agoCentara Maldives resorts to mark Songkran with Thai-inspired celebrations
-
News1 week agoJW Marriott Maldives Resort & Spa celebrates Earth Day through spa and garden initiatives


