Lionel Messi is days away from another piece of history. When Argentina opens its FIFA World Cup campaign on June 16, Messi will become the first player ever to appear in six World Cup tournaments.
It is a remarkable milestone for a player whose international career has already delivered virtually every achievement imaginable. Messi has won a World Cup title in 2022, two Copa América trophies, an Olympic gold medal, and boasts a legacy that places him as arguably the greatest player the sport has ever seen.
Four years ago in Qatar, Messi finally captured the one major trophy that had eluded him throughout his career. The eight-time Ballon d’Or winner enters what is expected to be his final World Cup campaign, hoping to add to his already established legacy
Nathan Ray Seebeck-USA TODAY Sports
As preparations for the tournament enter their final stages, Messi shared some personal news away from the pitch.
Lionel Messi Unveils New Hard Rock Project Before World Cup
In a post shared with his 506 million Instagram followers, Messi announced a new collaboration with longtime partner Hard Rock International.
“The experience of every World Cup is different, and this one will be very special for me,” Messi wrote.
“Before I officially kick off my sixth tournament in just a few days, I’m excited to share something special to me that I’ve been working on with my longtime partners at @officialhardrock.”
Messi then introduced the new Messi Legendary Burger, which is now available at Hard Rock Cafe locations and select Hard Rock Hotels worldwide. He also announced a limited-time retail collection tied to the launch.
The project extends beyond food and merchandise. Messi revealed that Hard Rock has also created a one-of-a-kind Messi Legendary Suite experience available at Hard Rock Hotel New York and Hard Rock Hollywood.
“I already stayed in the suite and let me tell you — I love it,” Messi added. “I hope you enjoy these new offerings as much as I do.”
The announcement continues a relationship that has existed for several years. Hard Rock first partnered with Messi in 2021, making him the company’s first global athlete ambassador. Since then, the collaboration has expanded through multiple campaigns, hospitality experiences, merchandise collections, and international marketing initiatives. Messi remains one of the company’s most recognizable global faces.
Messi’s Influence Continues to Grow Beyond Soccer
The timing of the announcement comes during a significant week for Messi off the field.
Forbes recently estimated Messi’s net worth at $1.1 billion, making him one of only a handful of active athletes ever to reach billionaire status. The publication credited a combination of playing contracts, endorsements, business ventures, and his long-term commercial partnerships for the milestone.
On Tuesday, Messi was also named to Time’s inaugural TIME100 Sports list, which recognizes the most influential figures shaping the global sports landscape. He joined a group that included longtime rival Cristiano Ronaldo, Erling Haaland, Shohei Ohtani, LeBron James, and several other international sports icons.
Those honors arrive just days after Messi received another major distinction when he was awarded the 2026 Princess of Asturias Award for Sports, one of Spain’s most prestigious recognitions.
Amid all the individual accolades, Messi, who turns 39 on June 24, will have his eyes set on leading Argentina to back-to-back World Cup titles, a feat no team has achieved since Pelé’s Brazil in 1962. The Albiceleste will enter the tournament as one of the favorites to lift the trophy again, and boast a formidable squad capable of making another remarkable run, with Messi leading the charge.
