Fast-Food Chain Receives Naming Rights to Fair Play Trophy, Other High-Profile Exposure

McDonald’s and FIFA have a shared passion for bringing people together through the power of Football, according to FIFA, and the fast-food corporation has supported football and sponsored FIFA tournaments since 1994. Through its sponsorship, McDonald’s branding will be highly visible at the two tournaments and the company will have access to tickets and hospitality opportunities.

Reaction from FIFA, McDonald’s

Morgan Flatley, McDonald’s Corp. executive vice president/global chief marketing officer and new business ventures, echoed Gai’s sentiments in the news release. “McDonald’s believes in the power of football to uplift and connect communities,” Flatley said. “This continued long-standing collaboration with FIFA, as well as our role and commitment as a recently announced Engaged Organization with the Centre for Sport and Human Rights (CSHR), offers McDonald’s a unique opportunity to bring people together and to promote our values beyond borders with communities worldwide. … There are no bigger global moments to celebrate with our fans around the world than these two tournaments.”

McDonald’s also promotes soccer through its Fun Football Program, which was launched in 2018, which follows the credo that “football should be a sport for all, regardless of age or skill level.” McDonald’s says its initiative is dedicated to encouraging inclusivity and accessibility in football/soccer. “Our goal [is] to inspire girls and boys of all backgrounds to love the game by creating a fun and supportive environment for everyone to enjoy, regardless of ability. The Fun Football Program offers diverse activities and ways for all families to get involved. You can sign up for its Fun Football newsletter at www.mcdonalds.com/gb/en-gb/football.html.

Big-Bucks Sponsorship

World Cup sponsorship includes 20 main sponsors and is worth an estimated $307.92 million each year, according to GlobalData, a company that compiles statistics. A GlobalData report titled “Business of the FIFA Women’s World Cup 2023” says the tournament portfolio has signed 13 of the 20 brand partners since the start of 2022. Other major sponsorship deals have been with Wanda, Adidas and Coca-Cola.

Jake Kemp, Sport Analyst at GlobalData, said that given the surge in interest in women’s soccer, “it is an ideal time for FIFA to have split its competition commercial rights, with more brands than ever before determined to associate with women’s soccer. In doing this, FIFA has championed the need to promote and excel women’s soccer around the world and is understanding its value.”

Kemp also stated that “GlobalData expects the growth of women’s soccer to continue in the coming years, but the selling of commercial rights with the 2023 World Cup appears to be a significant step taken for women’s sport in general. … With more money being channeled throughout the sport [this] elevates the standards and interest in the sport itself.”