McDonald's to end 32-year FIFA World Cup sponsorship

McDonald's has decided to conclude its long-standing partnership with FIFA, ending a collaboration that began with the 1994 World Cup. The decision follows a strategic rethink of the company's marketing and sponsorship planning after recent global efforts produced underwhelming results.

Despite the company's largest global marketing effort involving approximately 100 markets during the most recent tournament, executives noted that the campaign underperformed relative to expectations. Chief Marketing Officer Morgan Flatley indicated a shift away from an over-reliance on “borrowed IP,” suggesting the company will become more selective with major sponsorships in the future.

Financial data reflects these challenges, with U.S. same-store sales rising only 0.8% in the second quarter. The previous agreement, valued at approximately $40 million annually, included sponsorship for the 2026 World Cup and the FIFA Women’s World Cup.