McDonald's will title sponsor the 2010 Pro Bowl, the NFL's all-star game which, for the first time, will be played before the championship Super Bowl game.

As part of the agreement, McDonald's will sponsor the 2010 Pro Bowl MVP winner who will be announced on the field after the game. The company’s famous ‘Golden Arches’ will also be featured on LED boards at the stadium and will promote the new Mac Snack Wrap at the Super Bowl Fan Zone at South Beach during the week leading up to the Super Bowl.

The Pro Bowl had been played annually since 1980 and players are voted in by coaches, fans and the players themselves. This is the first time the Pro Bowl has had a title sponsor.

The Pro Bowl 2010 match kicks off at 31 January from the Dolphin Stadium in South Florida.