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Hard Rock begins year-long 50th anniversary celebration, partners with football legend Messi

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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.

Awards

JOALI Maldives wins two honours at Travel + Leisure Luxury Awards Asia

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JOALI Maldives has been recognised in two categories at the Travel + Leisure Luxury Awards Asia 2026, receiving honours among the Best Resorts in the Maldives and for the Most Outrageous Villa.

The recognition reflects the resort’s Creative Living philosophy, which brings together art, nature, wellbeing, sustainability and hospitality within the guest experience.

Located in Raa Atoll, approximately 45 minutes by seaplane from Malé, JOALI Maldives opened as the Maldives’ first art-immersive luxury resort. Art installations, dining experiences, wellbeing programmes and accommodation are integrated across the island as part of its approach to resort living.

The property features 73 beach and overwater villas and residences, positioned across the island and above the Indian Ocean. The accommodation has been designed to provide privacy, space and access to views of the surrounding environment.

Each villa combines contemporary design with materials including timber, marble, bamboo and terrazzo, as well as handcrafted finishes. Floor-to-ceiling glass provides views of the ocean, while private pools connect the indoor and outdoor spaces.

Artworks and design pieces are also incorporated into each villa, reflecting the resort’s Creative Living concept and extending the art experience into the accommodation.

Guests can choose from Beach Villas, Water Villas and multi-bedroom Residences, with options designed for couples, families and groups. The larger residences provide additional living areas, pools and facilities for guests seeking more space and privacy.

Each villa is supported by a dedicated Jadugar, a term used by the resort to describe its butler service. The Jadugar assists guests throughout their stay by arranging dining experiences, island activities, celebrations and other personalised services.

Guests are also provided with bicycles to explore the island’s pathways, gardens and viewpoints.

JOALI Maldives said the awards reflected the work of its team and the support of its guests, partners and wider community. The resort also said it would continue developing experiences focused on creativity, wellbeing and connection.

The recognition adds to JOALI Maldives’ position within the Maldives’ luxury resort sector, where its art-led design and Creative Living philosophy form the basis of its guest experience.

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Cooking

Michelin-Starred Chef Grégoire Berger to host dining experience at Lily Beach Resort & Spa

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Lily Beach Resort & Spa has announced a culinary collaboration with Chef Grégoire Berger, chef and co-owner of the Dubai restaurant Kraken.

Known for progressive French cuisine influenced by the ocean, Berger has received a Michelin star in the Michelin Guide Dubai from 2022 to 2024. His restaurant has also been included among the World’s 50 Best Restaurants, while his work has received recognition through several international culinary awards.

Berger’s approach draws on the sea as a source of ingredients, ideas and presentation. His menus combine French culinary techniques with marine influences, with each dish developed around a narrative connected to the ocean.

As part of his visit to Lily Beach in August 2026, Berger will host a fine-dining dinner for a limited number of guests. He will also introduce a signature dish at AQVA Bar & Restaurant during the collaboration.

The programme forms part of Lily Beach’s efforts to expand its culinary offering and introduce visiting chefs and dining concepts to guests in the Maldives.

Located in South Ari Atoll, the resort will provide guests with an opportunity to experience Berger’s cuisine within its all-inclusive hospitality concept. The collaboration will combine his Michelin-recognised approach with the resort’s existing food and beverage programme.

Lily Beach Resort & Spa has established its hospitality offering around its premium all-inclusive model, supported by a range of dining venues. Its restaurants offer overwater dining, international buffet selections, seafood and Asian-inspired dishes.

The resort’s culinary programme is supported by the Platinum Plan, an all-inclusive package that includes dining experiences, a selection of wines and spirits, excursions and personalised services.

Through the collaboration with Berger, Lily Beach aims to add another dining experience to its guest programme while continuing to develop its position within the Maldives’ luxury hospitality market.

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Awards

Milaidhoo Maldives recognised by guests in Tripadvisor Best of the Best 2026

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Milaidhoo Maldives has announced that it has been recognised in Tripadvisor’s Travellers’ Choice Awards Best of the Best 2026, placing the island among the top 1% of hotels worldwide based on traveller reviews and ratings.

For Milaidhoo, the recognition is especially meaningful as it comes directly from its guests. Their stories, shared experiences, and reviews have earned the island a place among travellers’ favourite destinations around the world.

Located within the UNESCO Biosphere Reserve of Baa Atoll, Milaidhoo was created for guests seeking a more personal and authentic Maldivian experience. With just 50 villas surrounded by turquoise waters and flourishing coral reefs, the island offers a sense of intimacy and freedom, encouraging guests to reconnect with nature, with each other, and with themselves.

“We are deeply grateful to every guest who has chosen Milaidhoo and taken the time to share their experience,” said Paul van Frank. “To be recognised among Tripadvisor’s Best of the Best is an honour, but what means the most to us are the memories behind each review, the anniversaries celebrated, the friendships formed, the marine encounters discovered and the moments of joy shared on our island. This recognition also belongs to our Milaidhoo Family, whose warmth, care and genuine passion create the heartfelt experiences our guests remember long after they leave. We are proud to share this achievement with every member of our team and every guest who has become part of the Milaidhoo story.”

The Tripadvisor Travellers’ Choice Best of the Best Awards recognise the highest-rated hotels around the world, based on authentic reviews collected over a 12-month period. As one of the world’s most trusted travel guidance platforms, Tripadvisor’s recognition reflects the voices of travellers and the experiences that resonate most strongly with them.

As Milaidhoo continues to welcome guests from around the world, the recognition serves as a reminder of what has always mattered most to the island: creating meaningful experiences, sharing the beauty of the Maldives, and making every guest feel at home.

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