McDonald’s ends 32-year FIFA World Cup sponsorship |
McDonald’s has announced it will end its 32-year sponsorship of the FIFA World Cup when its current agreement expires at the end of 2026, following a global marketing campaign that failed to meet the company’s expectations. Despite generating additional business and strong internal engagement, the campaign, which spanned more than 110 countries and featured limited-edition meals, collectible merchandise, and high-profile soccer stars, underperformed relative to its significant investment. Chief financial officer Ian Borden emphasized the need to prioritize sustainable, long-term growth over promotional partnerships, as McDonald’s reassesses its approach to major sports and entertainment sponsorships. The company plans to shift greater investment toward its own brand assets, intellectual property, and creator collaborations to strengthen customer engagement, while maintaining a presence in sports marketing through other partnerships.