McDonalds is ending its FIFA World Cup sponsorship after 32 years. The fast-food giant is overhauling its marketing model ahead of the 2027 FIFA Women’s World Cup next year.
What We Know: The partnership began with the 1994 World Cup in the United States. Then, this summer, McDonald’s ran its biggest World Cup campaign yet, reaching more than 110 countries. Wieden+Kennedy New York built the effort, which became the brand’s largest marketing push of 2026. Now, a FIFA spokesperson has confirmed the deal ends at the close of this year. In July, FIFA announced it exceeded $15 billion in revenue, significantly above the $11 billion projection.
What They Said: Morgan Flatley, McDonald’s global chief marketing officer and head of new business ventures (via ADWEEK): “For more than 30 years, McDonald’s and FIFA have brought fans together around one of the world’s biggest cultural moments, and we are proud of the memories and experiences we have created with fans and communities globally over that time.”
What Remains Unclear: McDonald’s has not disclosed how much it spent on the World Cup across three decades. The company also hasn’t detailed where those marketing dollars will go next. Additionally, it called the decision “unrelated to recent headlines about the association.”
What It Means: For FIFA, losing a 32-year partner sends a tough signal to global brands. Meanwhile, McDonald’s faces slowing U.S. growth after a campaign that missed expectations. So instead of a burst every four years, it will invest in sport through other channels. Ultimately, more brands may favor year-round deals with leagues, clubs and athletes.
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