With the Official Emblem of the 2018 FIFA World Cup Russia™ set to be revealed in Moscow on 28th October, FIFA World Cup™ Sponsor McDonald’s is eagerly anticipating the launch which will mark one of the first major milestones on the road to 2018.
McDonald’s first became a sponsor of world football’s flagship event in 1994, and this year’s spectacular event in Brazil marked the company’s sixth FIFA World Cup™ involvement. McDonald’s will once more be at the heart of the action for the 2018 and 2022 editions of the FIFA World Cup™ and the 2017 and 2021 editions of the FIFA Confederations Cup, where the company will be looking to follow-up on their successful activities at the 2014 World Cup in Brazil.
John Lewicki, McDonald’s Senior Director Global Alliances, spoke of his excitement about the future; “For 20 years our partnership with FIFA has been all about bringing fun, innovative programs to our customers around the world and celebrating our shared love of football. We saw incredible excitement among fans and throughout the McDonald’s system for our 2014 World Cup programs, including Player Escort, Ultimate Fan and the redesign of our iconic fry boxes featuring an interactive augmented reality game. We’re looking forward to the reveal of the Official Emblem in Russia and to continuing our connection with football fans all over the world.”
Amongst a wide range of activities surrounding the 2014 FIFA World Cup, the Player Escort programme was a highlight of McDonald’s campaign. The initiative gave almost 1,500 children from all over the world the opportunity to walk on to the pitch hand-in-hand with their footballing idols. This programme will continue to be a key element in McDonald’s World Cup activities in 2018 and 2022, in addition to other consumer-facing programmes.
FIFA’s 2015-2022 sponsorship portfolio features FIFA Partners adidas, Coca-Cola, Gazprom (2018 only), Hyundai/Kia and Visa and World Cup Sponsors Anheuser Busch InBev and McDonald’s.
For more information on FIFA’s commercial programme for the next two editions of the World Cup please visit our story on regional sponsorship opportunities.