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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
Green Globe Recertification underscores Hard Rock Hotel Maldives’ environmental vision

Hard Rock Hotel Maldives has once again achieved Green Globe Certification, reaffirming its commitment to sustainability as an integral part of its operations. Rather than serving as a mere statement, sustainability at the resort is woven into every aspect of the guest experience, internal decision-making, and long-term strategy. The certification follows a comprehensive, independent audit evaluating the resort’s performance against more than 380 stringent compliance indicators — a demanding benchmark that the resort successfully met.
Significant strides have been made in reducing the property’s carbon footprint without compromising comfort or quality. Energy consumption is managed through the implementation of smart room controls and occupancy sensors, while 99 percent of lighting throughout the property utilizes high-efficiency LED technology. Hot water is supplied by a generator-powered heat exchanger system, complemented by steam-powered laundry machines and energy-efficient appliances in kitchens, guest rooms, and staff facilities. Digital systems have replaced paper-intensive processes, and a Green IT policy ensures all computers are powered down when not in use — reflecting the brand’s dedication to mindful, sustainable operations.
Water conservation remains a central focus of the resort’s environmental efforts. Operating independently from public water systems, the resort employs a sophisticated treatment plant that purifies seawater for use throughout the property. Efficiency is further enhanced by dual-flush toilets, low-flow fixtures, greywater recycling systems, and real-time monitoring technology. Preventative maintenance and regular checks help minimise waste before it occurs.
Situated in one of the world’s most climate-vulnerable regions, the resort embraces proactive environmental action as essential. Electric buggies reduce carbon emissions on the island, while local sourcing practices lower transportation-related impacts and support nearby communities. A green procurement policy and ongoing staff training ensure that all departments align with the resort’s long-term sustainability objectives.
Marine conservation plays a prominent role at the resort’s Marine Discovery Centre, where initiatives such as coral propagation, guided snorkelling tours, and educational reef programs encourage guest participation in ocean protection efforts. A collaboration with Parley for the Oceans ensures that plastic waste is recycled and that marine ecosystems remain safeguarded for future generations.
Sustainability is seamlessly integrated into the guest experience at Hard Rock Hotel Maldives. From the visible to the behind-the-scenes, it shapes every detail of a stay. The Maldives Discovery Centre offers visitors insights into local culture through exhibits, artisan displays, and live performances that celebrate Maldivian heritage. Interactive workshops with local craftspeople and educational exhibitions on maritime trade routes provide guests with a rich, immersive understanding of the destination—highlighting the connection between community, culture, and conservation.
This Green Globe recertification is not viewed as a conclusion but as part of a continuous journey. It reflects an enduring commitment to protecting the environment while delivering the unique rhythm, flavour, and hospitality that define the Hard Rock Hotel Maldives experience. Here, sustainability takes center stage as part of the headline act.
Celebration
Island rhythms and Eid traditions at Alila Kothaifaru Maldives

This Eid al-Adha, Alila Kothaifaru Maldives invites discerning travellers to experience an enchanting celebration set against the spellbinding beauty of the Maldives—a private island paradise where refined luxury harmonises with vibrant tradition.
On Sunday, 8 June, the resort will host a thoughtfully curated programme of festivities that honour the spirit of Eid. Guests will be taken on an immersive cultural journey featuring the rhythmic beats of live Boduberu drumming and a captivating Badhiya dance performance, offering a celebration of Maldivian heritage and spirit. Younger visitors can look forward to a lively schedule of children’s activities designed to spark joy and creativity in an inspiring island setting.
As the sun sets, the celebration continues with a cocktail party on the beach, where the golden hues of dusk are paired with live local music and specially crafted cocktails. This relaxed gathering invites guests to savour the island’s warm ambiance as day gives way to night.
Later in the evening, the resort’s signature Seasalt restaurant will present an indulgent Eid Special Buffet. Curated by the resort’s expert culinary team, the buffet showcases a fusion of Maldivian and Arabic gastronomy, featuring aromatic Arabic grills, traditional mezze, and beloved Maldivian classics—all prepared with fresh local ingredients and a contemporary twist.
In celebration of the occasion, Alila Kothaifaru Maldives is offering exclusive holiday savings through its Summer Getaway offer. This includes daily breakfast and dinner, 20% off spa treatments and dining experiences, as well as roundtrip seaplane transfers. Guests will also have access to a curated selection of complimentary scheduled weekly activities, providing a deeper connection to the natural beauty and cultural richness of the Maldives.
Whether in search of peaceful relaxation, quality family time, or meaningful cultural discovery, Eid at Alila Kothaifaru Maldives promises an unforgettable celebration in every sense.
Featured
Sirru Fen Fushi secures coveted 2025 hospitality accolades

Sirru Fen Fushi – Private Lagoon Resort, a secluded sanctuary nestled in the pristine Shaviyani Atoll of the Maldives, has been recognised in the Tripadvisor Travellers’ Choice Awards 2025. This prestigious accolade places the resort among the top 10% of listings worldwide on Tripadvisor, honouring its consistent delivery of exceptional guest experiences.
Tripadvisor, the world’s largest travel guidance platform, bases this award on genuine feedback from travellers who share authentic, first-hand reviews over a 12-month period. The Travelllers’ Choice designation is widely regarded as a trustworthy indicator of quality and excellence in the global travel industry.
The year 2025 has proven to be a milestone for Sirru Fen Fushi, with numerous nominations and certifications reinforcing its standing in the global hospitality arena. These include:
- Tripadvisor Travellers’ Choice Awards 2025 – Top 10% of hospitality businesses globally
- LQA (Leading Quality Assurance) Certified – Recognising adherence to the highest standards of luxury service and operations
- Condé Nast Traveller Readers’ Choice Awards 2025 – Nominated
- Condé Nast Traveller India Readers’ Choice Awards 2025 – Nominated
- Travel + Leisure World’s Best Awards 2025 – Nominated
- Green Globe™ Certified – Commending sustainable and eco-conscious practices
These accolades underscore the resort’s commitment to delivering exceptional service, curating immersive guest experiences, demonstrating sustainability leadership, and showcasing authentic Maldivian culture.
Lukasz Prendke, General Manager of Sirru Fen Fushi, expressed gratitude for the global recognition, noting that each nomination and award is a testament to the team’s dedication, creativity, and meticulous attention to detail. He acknowledged the continued trust and support of guests and the international community as key to the resort’s ongoing success.
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