McDonald’s is ending its global FIFA World Cup sponsorship after 32 years. The agreement expires at the end of 2026, following this summer’s men’s tournament. McDonald’s says it is shifting to more selective, brand-led marketing rather than leaving sport, and says the decision is unrelated to recent controversies around FIFA. FIFA has confirmed the deal ends this year.
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What Was Announced
- The partnership began with the 1994 World Cup in the United States.
- McDonald’s and FIFA last renewed in 2023, covering the 2023 Women’s World Cup in Australia and New Zealand and the 2026 men’s World Cup.
- The package included official restaurant sponsorship and naming rights to the Fair Play Trophy.
- McDonald’s confirmed to Nation’s Restaurant News that the sponsorship concludes with the current agreement. Adweek and others reported the decision on 26 October, and a FIFA spokesperson confirmed the end date.
Why McDonald’s Says It Is Leaving
Disappointing returns. McDonald’s called its 2026 World Cup push the biggest marketing programme of the year, built around celebrity players, themed meals and collectable cups. On its second-quarter earnings call, chief financial officer Ian Borden said the campaign lifted the business but “underperformed versus our expectations.” That period also saw slower US growth.
A new marketing model. The company says it is reassessing its reliance on external cultural properties and will favour partnerships that build its own brand and intellectual property, keep fans engaged year-round and balance global scale with local relevance. Global chief marketing officer Morgan Flatley said McDonald’s is proud of what it created with FIFA and fans over three decades.
Not about FIFA’s controversies. McDonald’s has said recent controversies surrounding FIFA played no part in the decision.
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What It Does Not Mean
McDonald’s says it is not leaving sport, football or fan culture. Partnerships it continues to run include Ligue 1 McDonald’s in France and the McDonald’s All-American Games.
Implications
- For FIFA: Losing a partner of this length is a notable blow to its sponsor line-up, even though FIFA reported revenue above $15 billion this cycle, far beyond its $11 billion projection.
- For brands: Analysts read the exit as a warning that a major event’s reach does not guarantee a business uplift, and that sponsors will compare returns against other marketing options.
- Precedent: McDonald’s has done this before. In 2017, it agreed with the IOC to end its worldwide Olympic sponsorship, citing different business priorities.
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