McDonald’s ends 32-year FIFA World Cup partnership

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McDonald’s is reportedly set to end its 32-year sponsorship of the FIFA World Cup, as the fast-food giant shifts its global marketing strategy towards brand-led experiences and year-round engagement.

According to media reports, McDonald’s will end its FIFA World Cup sponsorship when its current agreement expires at the end of 2026, bringing a 32-year partnership that began in 1994 to a close.

The move follows McDonald’s assessment of its marketing performance around the tournament. During the company's second-quarter 2026 earnings call, chief financial officer Ian Borden reportedly said its World Cup campaign lifted the business and generated excitement across the system, but ultimately performed below expectations.

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Borden also reportedly pointed to the need for McDonald’s to be more selective about the number of "borrowed equities" on its marketing calendar, referring to external cultural properties such as the World Cup, Minecraft and The Grinch. Instead, the company is looking to place greater emphasis on its core brand experience, food, taste and quality to drive longer-term growth.

MARKETING-INTERACTIVE has reached out for more information.

The decision comes after McDonald’s rolled out its biggest-ever campaign for the 2026 FIFA World Cup. Created by Wieden+Kennedy New York, the campaign spanned more than 110 countries and featured football stars including David Beckham, Ronaldinho Gaucho, Thierry Henry, Son Heung-min and Lamine Yamal, alongside McDonald’s character Grimace. It also included FIFA World Cup 26 Meal and Happy Meal promotions and a series of collectible cups.

McDonald’s and FIFA last renewed their partnership in 2023, covering the FIFA Women’s World Cup Australia and New Zealand 2023 and the FIFA World Cup 2026.

Despite ending the FIFA sponsorship, McDonald’s is reportedly not stepping away from sport, football or fandom, and will instead focus on partnerships that create fan-first experiences, tap its own brand and intellectual property, sustain engagement year-round and balance global scale with local relevance.

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