McDonalds has been an official partner of the World Cup since the 1994 tournament in the United States. As a World Cup Sponsor until 2014, McDonald’s has global rights to both the 2010 World Cup South Africa and the 2014 World Cup, which will be held in South America, as well as to the Confederations Cups tournaments during the period.
The new deal allows McDonald’s to continue as the exclusive retail foodservice operations sponsor with special advertising rights held throughout the tournaments.
Fifa’s post-2006 commercial strategy comprises six Fifa Partners, six Fifa World Cup Sponsors and six National Supporters. Adidas, Coca-Cola, Emirates Airline, Hyundai, Sony and Visa are the six Fifa Partners. In April, Anheuser-Busch was unveiled as the first of the six FIFA World Cup Sponsors, followed by McDonalds. Fifa is set to announce one more World Cup sponsor soon.
