Hard Rock Cafe and Lionel Messi team up to bring the Champion's Edition around the world

Hard Rock Café expands its partnership with Lionel Messi with the launch of the “Champion's Edition” burger, available at different locations around the world. The footballer's plate now features three complimentary sauces: aioli, Latino chili and Messi's favourite, chimichurri; perfect to pair with the burger and hot fries for an overall winning taste experience.

As part of the "Live Greatness" campaign, the brand is launching a new retail collection, including hoodies available from Rock Shop at restaurant chain locations around the world. Fans can also unlock unique 3D augmented reality experiences, which can be shared with friends and family and will also be available to share on Instagram.

"It is an honor to continue our partnership with world-renowned soccer star Lionel Messi and to take the LIVE GREATNESS campaign to the next level with the Messi Burger Champion's Edition. We couldn't be more excited to help Hard Rock and Messi fans to get in on the action and love the new sauces, each of which complements the Messi Burger in a unique way," said Aníbal Fernández, Senior Vice President, Cafe Division, Hard Rock International.