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Manchester City and international soccer star Kevin De Bruyne has inked a personal endorsement deal with fast food chain McDonald’s for the Belgian market.
Contract:
- Belgian midfielder, 31, and his wife Michele Lacroix, 29, will appear in McDonald’s marketing with a focus on ‘bringing families together’
- De Bruyne and Lacroix are also named as ‘godpartents’ of the Ronald McDonald Children’s Fund, which ensures that parents with hospitalised children will be able to stay nearby
- Partnership was facilitated by Roc Nation Sports
Context:
McDonald’s fan De Bruyne is well-known on social video platform TikTok for his regular post-match visits to the fast food chain with his wife and children. The City legend’s latest deal adds to a partnership portfolio that also includes sportswear giant Nike and Veo Technologies.
Comment:
“It’s very fulfilling to use my platform for good and to work with brands who are aligned with that makes it a lot easier for me to partner up with them as we have a common goal,” De Bruyne told SportsPro. “The team at Roc Nation Sports International understand this, and when McDonald’s was brought to the table – it was an instant connection.
“Last year I sat down with the team at Roc, outlining my commercial strategy moving forwards – it was to work with global brands and create meaningful partnerships that will involve the family.”
Coming next:
McDonald’s will use the reach of one of Belgium’s most popular sports stars, who was recently listed as one of SportsPro’s 50 Most Marketable athletes, to promote its products throughout the country. With both De Bruyne and his wife Lacroix on-board as ambassadors, the company will lead dedicated campaigns marketed at families.
