Published on: October 26, 2026
McDonald’s is bringing its 32-year association with the FIFA World Cup to an end as the fast-food giant reassesses its marketing investments and prioritises the development of its own brand-led initiatives.
According to Adweek, the decision follows the company’s largest-ever World Cup campaign, which spanned more than 110 countries during the 2026 tournament. Developed by Wieden+Kennedy New York, the campaign was positioned as McDonald’s biggest marketing initiative of the year.
However, the campaign’s performance did not meet the company’s expectations. During McDonald’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 results come as McDonald’s faces slower growth in the US, prompting greater attention to how its marketing expenditure contributes to business performance.
The decision marks a potential change in the company’s approach to major sporting and cultural events. McDonald’s is looking to place greater emphasis on its own brand assets and customer experiences rather than depending as heavily on prominent external sponsorships.
The move also raises broader questions for marketers about the business impact of large-scale sponsorship deals. Although global sporting events provide brands with extensive reach and visibility, converting that exposure into sustained commercial growth can be difficult.
McDonald’s first partnered with FIFA in 1994. In 2023, the company renewed its agreement with the football governing body, covering the 2023 FIFA Women’s World Cup in Australia and New Zealand, as well as the 2026 men’s tournament.
Through the partnership, McDonald’s secured visibility across FIFA competitions, including stadium branding and naming rights for the Fair Play Trophy.
For the 2026 World Cup, the brand rolled out a range of promotions, including a FIFA World Cup meal and themed Happy Meals. The campaign also featured collectible cups showcasing football stars such as David Beckham, Ronaldinho, Thierry Henry, Son Heung-min and Lamine Yamal.
The end of the sponsorship signals a shift in McDonald’s marketing priorities, with the company placing greater emphasis on initiatives it can build and own as it evaluates the effectiveness of its global marketing investments.
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