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McDonald’s is ending its 32-year sponsorship of the FIFA World Cup as the fast-food chain reassesses its marketing strategy and shifts its focus towards strengthening its own brand initiatives.
The decision follows the company’s 2026 World Cup campaign, which delivered business growth but fell short of internal expectations as per media reports.
The campaign spanned more than 110 countries during the 2026 tournament and was described by McDonald’s as its largest marketing initiative of the year. Created by Wieden+Kennedy New York, it featured a range of promotions designed to engage football fans across markets.
During the company’s second-quarter 2026 earnings call, chief financial officer Ian Borden said the campaign had “provided a lift to the business and generated excellent system excitement” but had “underperformed versus our expectations”.
The outcome comes as McDonald’s faces slower growth in the US, prompting greater scrutiny of its marketing investments and their contribution to business performance.
The decision signals a shift in the company’s approach to major sporting and cultural events. Instead of relying heavily on high-profile sponsorships, McDonald’s is looking to strengthen its own brand initiatives and customer experiences.
The move also highlights the challenge marketers face in translating the global visibility of major sporting events into sustained business growth.
McDonald’s has been associated with FIFA tournaments since 1994. In 2023, the company renewed its partnership with FIFA, covering the 2023 Women’s World Cup in Australia and New Zealand and the 2026 men’s tournament.
The partnership provided the fast-food chain with visibility across FIFA competitions, including stadium branding and naming rights to the Fair Play Trophy.
For the 2026 World Cup, McDonald’s introduced a FIFA World Cup meal and promotional Happy Meals, alongside collectible cups featuring footballers such as David Beckham, Ronaldinho, Thierry Henry, Son Heung-min and Lamine Yamal.
