McDonald’s renews as FIFA World Cup Sponsor until 2014
On the eve of the 2006 FIFA World Cup final match pitting Italy against France, FIFA is pleased to announce the signing of McDonald’s as a FIFA World Cup Sponsor from 2007 to 2014, thus confirming the second major corporation in this six member club. FIFA President Joseph S. Blatter and Mary Dillon, McDonald’s Executive Vice President and Global Chief Marketing Officer, signed the agreement during a symbolic ceremony today in Berlin. The announcement comes just 24 hours after kicking-off to the four year journey from Germany to South Africa with the unveiling of the “Win in Africa with Africa” alliance and the Official 2010 Emblem which will culminate in the first World Cup being hosted on African soil in summer 2010.
“With McDonald’s we have another long-time Official Sponsor on board for the FIFA World Cup events in 2010 and 2014. This clearly shows that sponsoring the FIFA World Cup goes beyond backing the event financially. By opting to pursue the partnership also symbolized with the player escorts that has bound us for the last 12 years, McDonald’s has once again shown its faith in FIFA and our initiative “Football For a Better Future” in particular the “Win in Africa with Africa” programme we launched yesterday,” said FIFA President, Joseph S. Blatter.
McDonald, an Official Sponsor of the flagship FIFA World Cup since 1994, joins Anheuser-Busch in this new class of sponsorship and continues its exclusive marketing rights in the retail food service category and the sole sponsor of the Player Escorts Programme for the FIFA World Cup and the FIFA Confederations Cups in this period. In 2006, 1,408 children between 6 and 10 years were given the once-in-a-lifetime opportunity to walk onto the field during the FIFA World Cup, hand-in-hand with the world’s best players.
The extension of this partnership by a further eight years awards McDonald’s global right to both the 2010 FIFA World Cup in South Africa and the 2014 event in South America, for which the host country is yet to be designated, as well as to the FIFA Confederations Cups during this period in 2009 and 2013. These rights include category exclusivity, brand association through use of the event marks for both the FIFA World Cup and FIFA Confederations Cup as well as the selection of marketing assets and perimeter boards.
“Our support of the FIFA World Cup at both the global and grassroots levels also demonstrates our ongoing commitment to promoting balanced, active lifestyles for customers around the world. As a local family restaurant, McDonald’s encourages thousands of families and children to participate in community football activities, including youth football schools and junior tournaments”, said Mary Dillon, Executive Vice President and Global Chief Marketing Officer.
As part of its strategic planning, FIFA had decided back in May 2004 to establish three new categories for its marketing partner activities: FIFA Partners, FIFA World Cup Sponsors and National Supporters.