Hard Rock Cafe London Supports Breast Cancer Awareness and Research with 25th Annual PINKTOBER Campaign

Hard Rock Heals Foundation to fundraise through auctions of Lionel Messi and Oracle Red Bull Racing team worn gear, plus special cafe and merchandise offers that give back with 25th annual PINKTOBER campaign.

LONDON, 27th September 2024 - In honour of Breast Cancer Awareness Month, Hard Rock International is proudly celebrating its 25th annual PINKTOBER campaign which fundraises through activations at properties around the world and online. Since its inception, Hard Rock has raised over $12 million for breast cancer research, including $1.3 million raised in 2023.

In celebration of PINKTOBER, Hard Rock Cafe London and Hard Rock Cafe Piccadilly Circus is embracing the power of pink by serving their Legendary Burger, Classic Burger, Messi Chicken Sandwich, and Messi Burger on specialty pink buns, with a portion of proceeds from the pink bun burgers going to Hard Rock Heals Foundation supporting breast cancer awareness and research efforts.

Hard Rock Cafe Piccadilly Circus will also be hosting an all-female line up of incredibly talented musicians all month long to celebrate PINKTOBER, with live music provided by TALENTBANQ.

Hard Rock Cafe Piccadilly Circus is kicking off the month on Tuesday the 1st of October with a special showcase event featuring live music from four powerhouse women. Artists include Bryony Dunn, Gina Larner, Natalie Shay and Brooke Law. The event runs from 7PM and there is no entry fee!

You can catch more talented female artists every Tuesday at Hard Rock Cafe Piccadilly Circus and every Wednesday at Hard Rock Cafe London. Check out their calendar of events for full lineup and timings!

Hard Rock has also developed a lineup of limited-edition PINKTOBER merch including tote bags, pins, long-sleeve crew necks, T-shirts and hoodies, available in the Rock Shops at Hard Rock Cafe London and Hard Rock Cafe Piccadilly Circus. 10% of proceeds from all PINKTOBER merchandise will also go Hard Rock Heals Foundation supporting breast cancer awareness and research efforts.

"For the past 25 years, Hard Rock has proudly supported researchers at incredible organisations across the globe working towards a cure for breast cancer," said Stephanie Piimauna, Senior Vice President of People & Inclusion and Chief Diversity & Inclusion Officer at Seminole Hard Rock Support Services.

"Through the Hard Rock Heals Foundation, we're honoured to do our part and are deeply grateful to our partners, loyal guests, and team members who help us make a meaningful impact in raising awareness and funds for this vital cause each year."

Partnerships With a Purpose: Lionel Messi and Oracle Red Bull Racing

In honour of PINKTOBER, Hard Rock International is proud to collaborate with its esteemed global partners to present a once-in-a-lifetime auction of rare and exclusive items, running from the 1st of October through to the 22nd of November 2024, on QTEGO. All proceeds will benefit the Hard Rock Heals Foundation, supporting breast cancer awareness and research efforts worldwide.

This year's auction is set to make history, offering items never before available to the public. Among the highlights, global soccer icon and Hard Rock brand ambassador Lionel Messi will donate a pair of autographed pink football boots, worn during a historic Inter Miami CF match. This marks a once in a lifetime opportunity for fans and collectors alike to own a piece of Messi's legacy while contributing to a vital cause.

Hard Rock's official restaurant, casino, and hotel partner, Oracle Red Bull Racing, will make history by auctioning off autographed racing gear, including items worn by Max Verstappen and Sergio Perez. Proceeds from this exclusive racing gear will be split between Wings For Life and the Hard Rock Heals Foundation, and cannot be purchased anywhere else.

These extraordinary items will not only elevate the spirit of PINKTOBER but also serve as a reminder of the global reach and unity in the fight for breast cancer awareness. This is more than an auction; it's a movement powered by iconic athletes and racing champions to help make a lasting impact.

For more information on how you can support PINKTOBER visit www.hardrock.com/PINKTOBER. Additionally, to donate and discover more ways to fight against breast cancer, visit donate.cancer.org.

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Editors notes

For reservations or more information, visit https://cafe.hardrock.com/london/ or https://cafe.hardrock.com/piccadilly-circus/

THE ORIGINAL CAFE® HARD ROCK CAFE® LONDON EST.1971 Discover the place known for its authentic dining and world class entertainment when you visit the original Cafe® . Standing proudly on London’s Old Park Lane since 1971, Hard Rock Cafe® London is the founding Cafe® that started the legend that is Hard Rock. Ready to cater for groups and families of all sizes, expect excellence in everything we serve. Walk in and be wowed by walls adorned with authentic, one-of-a-kind memorabilia from decades of rock history, including Hard Rock’s very first piece of memorabilia – the iconic red guitar given to Hard Rock Cafe® London by Eric Clapton.

HARD ROCK CAFE® PICCADILLY CIRCUS EST. 2019 Combining the eclectic vibe of Piccadilly Circus with the rock and roll lifestyle of the Hard Rock Cafe® Brand, Hard Rock Cafe® Piccadilly Circus, as Hard Rock’s Flagship Property, pays tribute to the building’s prestigious heritage and unbeatable West End location. Step in and be captivated by walls adorned with authentic, one-of-a-kind memorabilia from decades of music history, featuring items from British music legends and international starts alike. Hard Rock Cafe® Piccadilly Circus is also home to the world’s largest Rock Shop!

Hard Rock Heals Foundation

The Hard Rock Heals Foundation is a 501c(3) founded in 2016 in order to unite all philanthropic efforts, including global initiatives and local events, under one charity platform to benefit one common goal: making the world a better place by serving people and our planet. The foundation's motto, Love.Amplified., seeks to inspire us all to turn up the volume and deliver the message that lives can be improved by the healing power of music. The Hard Rock Heals Foundation provides grants and assistance to health and wellness, disaster relief, humanitarian causes and more around the world. All funds raised through Hard Rock's various philanthropic efforts at cafes, hotels, casinos and other venues are used to support global and local efforts that align with Hard Rock's core values of philanthropy and giving. The Hard Rock Heals Foundation initiatives include an exclusive merchandise collection, philanthropy- driven Hard Rock Hotel suites which benefit the cause, casino programs, live music donations and much more.

Hard Rock® International

Hard Rock International (HRI) is one of the most globally recognized companies with venues in over 74 countries spanning 313 locations that include owned/licensed or managed Hotels, Casinos, Rock Shops®, Live Performance Venues and Cafes. Its Unity by Hard Rock™ global loyalty program rewards members for doing the things they love across participating properties around the world. HRI also launched a joint venture named Hard Rock Digital in 2020, an online sportsbook, retail sportsbook and internet gaming platform. Beginning with an Eric Clapton guitar, Hard Rock owns the world's largest and most valuable collection of authentic music memorabilia at more than 88,000 pieces, which are displayed at its locations around the globe. HRI became the first privately-owned gaming company designated a U.S. Best Managed Company by Deloitte Private and The Wall Street Journal in 2021 and has since been honored fourfold. Hard Rock was also honored by Forbes among the World's Best Employers, as well as Best Employers for Women, Diversity and New Grads and a Top Large Employer in the Travel & Leisure, Gaming and Entertainment Industry. In the 2022 Global Gaming Awards, Hard Rock was named Land-Based Operator of the Year for the second time in four years. Hard Rock International currently holds investment grades from primary investment-grade rating agencies: S&P Global Ratings (BBB-) and Fitch Ratings (BBB). For more information on Hard Rock International, visit www.hardrock.com or shop.hardrock.com.