HOLLYWOOD, FL (CelebrityAccess) — Hard Rock International announced it has renewed its partnership with The Mercury Phoenix Trust, a UK charity created in memory of Freddie Mercury by Queen band members Brian May and Roger Taylor together with their manager Jim Beach to support the global fight against HIV/AIDS.
As part of the partnership, The Hard Rock Heals Foundation – Hard Rock’s charitable arm will sponsor a series of collaborative initiatives taking place from June through December 2019. The initiatives include various Queen-themed activations from July through August, staged in conjunction with Queen + Adam Lambert’s sold out North American tour when it hits the road this summer.
The Hard Rock Heals Foundation will donate a portion of the proceeds from these events and the sale and Freddie Mercury inspired merchandise such as collectible tees and tote bags to The Mercury Phoenix Trust in support of the fight against HIV/AIDS.
As well, the Foundation will stage a week-long, fundraising campaign taking place this September. Fans will be able to participate in Freddie for week-long events at Hard Rock properties around the world and support The Mercury Phoenix Trust by purchasing limited-edition Freddie Mercury pins and popular Freddie-inspired mustaches.
“The Mercury Phoenix Trust has been a valued partner of Hard Rock’s for nearly a decade, and we are excited to continue the partnership in 2019 starting with an exciting collection of co-branded merchandise launching in June during Pride Month with proceeds benefiting the foundation,” said Edward Deutscher, Senior Vice President of Merchandising and eCommerce at Hard Rock International. “Our new Pride merchandise collection is inspired by Freddie Mercury and provides a unique opportunity to celebrate equality and raise awareness and funds for The Mercury Phoenix Trust, while embracing Hard Rock’s All is One mantra alongside the LGBTQ+ community.”