McDonald's rolls out World Cup 2026 and pop‑culture marketing campaigns

McDonald's is the Official Restaurant Sponsor for the 2026 FIFA World Cup, a tournament hosted across three countries. In Portugal, the chain launched the "Vive o Mundial no Mac" campaign, combining restaurant activations, digital experiences, collectibles and real‑time content to engage fans and create shared memories.

In the United States, chief marketing and experience officer Alyssa Buetikofer outlined a "double dip" strategy that blends authentic community partnerships with broader audience appeal. Recent pop‑culture collaborations, such as the K‑Pop Demon Hunters promotion tied to a limited‑time McFlurry, illustrate this approach. Buetikofer also referenced the upcoming "McDonald’s > Next" plan, which will focus on flavor, quality, hospitality and data‑driven media to maintain the brand’s relevance amid rising competition.