McDonald’s is ending its 32-year association with the FIFA World Cup as the fast-food chain reassesses its marketing investments and looks to build stronger brand-owned properties.
According to Adweek, the decision comes after McDonald’s rolled out its largest-ever World Cup campaign across more than 110 countries during the 2026 tournament. Developed by Wieden+Kennedy New York, the campaign was positioned as the company’s biggest marketing initiative of the year.
However, the campaign’s business impact fell short of expectations. During McDonald’s second-quarter 2026 earnings call, chief financial officer Ian Borden said the initiative had boosted business and generated strong engagement across its system, but underperformed against the company’s projections.
The outcome comes amid slowing growth in McDonald’s US market, prompting greater scrutiny of its marketing expenditure and the returns generated by large-scale campaigns.
The decision marks a potential shift in the company’s approach to major sporting and cultural properties. Instead of relying on prominent external partnerships, McDonald’s is looking to strengthen its own brand platforms and customer experiences.
The move also raises questions about the effectiveness of large-scale sports sponsorships in translating global visibility into measurable business growth.
McDonald’s association with FIFA tournaments dates back to 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 sponsorship included 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.
