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Fifa and fast food chain McDonald’s have announced the renewal of their longstanding collaboration until the end of the global soccer body’s 2026 tournament cycle.
Contract:
- Deal covers both the 2023 Women’s World Cup and the 2026 men’s World Cup in North America
- LED branding and exclusive naming rights to the end-of-tournament ‘Fair Play Trophy’ are both included
- McDonald’s retains prominent branding at both tournaments
- Partnership also includes tickets and hospitality opportunities for the company
Context:
McDonald’s has been a Fifa tournament sponsor since 1994 and is said to have paid around US$90 million during the Qatar 2022 cycle. Under Fifa’s new commercial partnership structure, the World Cup sponsor tier is just under the top ‘Fifa Partner’ category, which generally involves longer-term commitments, with Adidas, Coca-Cola and Wanda all contracted to 2030.
Comment:
“This continued longstanding collaboration with Fifa, as well as our role and commitment as a recently announced engaged organisation with the Centre for Sport and Human Rights (CSHR), offers McDonald’s a unique opportunity to bring people together and to promote our values beyond borders with communities worldwide,” said Morgan Flatley, McDonald’s executive vice president, global chief marketing officer and new business ventures.
“The magic of our business is our global iconicity paired with local fandom, and there are no bigger global moments to celebrate with our fans around the world than these two tournaments.”
Coming next:
McDonald’s will be preparing its marketing activations for the upcoming Women’s World Cup in Australia and New Zealand, which gets underway in July.
