Hard Rock Cafe Yokohama Partners with Japan Beach Soccer League's Loewy Yokohama for Regional Collaboration

Hard Rock Cafe Yokohama, an American restaurant where guests can enjoy meals while listening to various music, has signed a partnership agreement with Loewy Yokohama, a beach soccer club operated by Loewy Yokohama Co., Ltd. (Headquarters: Yokohama City, Kanagawa Prefecture, Representative Director: Hiroya Matsukawa). The partnership aims to revitalize the Yokohama region and foster community development.

Loewy Yokohama

Hard Rock Cafe Yokohama contributes to Yokohama's appeal by providing entertainment through music and food, and serving as a place for diverse people to gather and interact. Meanwhile, since its establishment in 2015, Loewy Yokohama has operated under the philosophy of being "a club that walks with the community and is needed by the community," engaging not only in competitive activities but also in community contribution and next-generation development. This partnership was formed to fuse the strengths of the different fields of "sports and entertainment" to create new value and vibrancy in the city of Yokohama. Moving forward, through regional events, exchange programs, beach soccer promotion activities, and fan/supporter participation initiatives, we will create opportunities for enjoyment across a wide range of generations, from children to adults, and work to further enhance Yokohama's appeal and revitalize the local community. As a symbol of this partnership, the Hard Rock Cafe Yokohama logo will be displayed on the back of Loewy Yokohama's warm-up wear, worn by the team members.

Warm-up wear

Comments from both parties regarding this partnership agreement:

<From Hard Rock Cafe Yokohama>

The connection between Hard Rock Cafe and soccer dates back to the 1970s. The first store, founded in London, England, sponsored a local soccer team at the time and produced T-shirts with the Hard Rock Cafe logo for the team. When these T-shirts were distributed to customers, they became popular and are said to be the origin of the current global culture of Hard Rock logo T-shirts. Additionally, Hard Rock Stadium in Miami, USA, is famous as a venue for international soccer tournaments (during which it is renamed "Miami Stadium"). With such a history of involvement with soccer, we were inspired by the community-rooted activities and community building through beach soccer that Loewy Yokohama, active in Yokohama City's Seya Ward where "GREEN x EXPO 2027" will be held next March, has been pursuing. This led to the current partnership agreement. By combining the unique attractions of music, food, and sports, we hope to create new value unique to Yokohama and develop initiatives that many people can enjoy.

<From Hiroya Matsukawa, Representative Director of Loewy Yokohama Co., Ltd.>

We are extremely pleased to be able to enter into a partnership with Hard Rock Cafe Yokohama, a representative of entertainment in Yokohama. Hard Rock Cafe apparently refers to all staff as "Team Members." This is the same term used for players in team sports like soccer, and we feel a connection here as well. Furthermore, Loewy Yokohama and Hard Rock Cafe Yokohama share a commonality in "music." Beach soccer is a sport whose great appeal lies not only in its dynamic play on the sand but also in its "entertainment value," with music played during matches to energize the home team and the entire venue. On the other hand, Hard Rock Cafe Yokohama, through the music playing in the store, allows team members to serve guests with enjoyment, delivering not only delicious food but also excitement, a sense of unity, and the joy of an extraordinary experience to visitors. Through this agreement, Loewy Yokohama and Hard Rock Cafe Yokohama, sharing the common value of music's power to move people's hearts and unite a place, will collaborate on regional initiatives combining sports and music. Moving forward, we plan to create new value that goes beyond the boundaries of sports viewing and dining experiences through collaborative measures at Loewy Yokohama matches and events, exchange programs for local residents, and joint promotions to energize the city of Yokohama. Please look forward to our future initiatives.

[Loewy Yokohama Overview]

Loewy Yokohama is a beach soccer club based in Seya Ward, Yokohama City, Kanagawa Prefecture. Since its establishment in 2015, it has operated under the philosophy of "a club that walks with the community and is needed by the community," engaging not only in competitive activities but also in community contribution and next-generation development. In addition to the men's top team, the club also features a women's team, "Loewy Yokohama FRAU," and development categories, striving for interaction with the local community and the promotion of sports culture through beach soccer. The club has also achieved results in competition, producing players for the Japan Beach Soccer National Team, and continues to challenge itself aiming for the top in Japan and the world.

Official Website:

https://www.loeweyokohama.com/

Official X:

https://x.com/loewe_yokohama

Official Instagram:

https://www.instagram.com/lowe_yokohama/

Lope Beach Park:

https://www.loeweyokohama.com/lopebeachpark

[Hard Rock® Overview]

Hard Rock International, with hotels, casinos, rock shops, concert venues, and cafes in over 300 cities in approximately 75 countries worldwide, is one of the most recognized corporations globally. The collection of over 88,000 valuable memorabilia (costumes and instruments from famous musicians) owned by Hard Rock, which began with Eric Clapton's guitar, is displayed in stores worldwide.

Through the global loyalty program "Unity by Hard RockTM," members receive various benefits at participating locations worldwide tailored to their preferences. Furthermore, "Hard Rock Digital" offers exciting sports betting and iGaming experiences, attracting attention from players worldwide.

Hard Rock International has received numerous awards in the travel, hospitality, gaming, entertainment, and food & beverage industries. In corporate evaluations, it has received a BBB rating from S&P Global Ratings and a BBB rating from Fitch Ratings.

For more information on Hard Rock International, please visit www.hardrock.com or shop.hardrock.com

Official Homepage

https://hardrockjapan.com/

Hard Rock Cafe Domestic Stores

Tokyo Store

5-4-20 Roppongi, Minato-ku, Tokyo

TEL.03-3408-7018

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1F Atre Ueno, 7-1-1 Ueno, Taito-ku, Tokyo

TEL.03-5826-5821

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Itoya Bldg., 3-4-10 Namba, Chuo-ku, Osaka

TEL. 06-6647-6011

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