McDonald's seals £20m FIFA tie-up
McDonald's has renewed its sponsorship of the FIFA World Cup by signing up as a second-tier partner.
The deal, estimated to be worth about £20m, sees McDonald's
continue its relationship with FIFA for the next two World Cups as well
as the FIFA Confederations Cup in 2009 and 2013.
Despite the tie-up, FIFA has now re-assessed the appeal of its
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second-tier deals and downsized its expectations from eight to six
partners. The decision adds weight to questions surrounding the value of
the deals (Marketing, 26 April).
McDonald's has opted to continue its involvement with FIFA following the
success of its Player Escorts Programme, which saw 1408 children walk on
with the players at each of the recent tournament's games.
The fast-food chain joins Anheuser-Busch in becoming the second firm to
strike a second-tier deal.
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