McDonald’s is exiting the playing field.
The fast-food giant’s surprise decision to end its 32-year run as a FIFA World Cup sponsor shows how major global brands are reassessing the cost, clutter, and commercial return of sports’ biggest properties.
McDonald’s ran its largest-ever World Cup marketing push during this summer’s tournament, and McDonald’s CFO Ian Borden said on an August earnings call that the effort “underperformed versus our expectations.”
The company said last week that it had decided not to renew its current deal, which is due to end this year. It also indicated to FIFA that it isn’t looking to invest in next year’s Women’s World Cup, according to a person familiar with the matter.
Sports sponsorship is seen as a way for brands to tap into huge, live global audiences and associate themselves with the feel-good factor of athletes’ achievements. Management consultancy Kearney estimated the global market for sports sponsorship and in-venue advertising at $52 billion in 2025 and expects it to grow by 8% to 9% annually through 2030, reaching about $80 billion.
While many marketers continue to spend heavily on sports, they often find it hard to measure the commercial uplift from their sponsorship outlays. Research from Forrester, published in 2025, found that 76% of US business-to-consumer marketing executives who invested in sponsorships the prior year reported struggling to calculate the return on investment, or ROI, of their sports sponsorships.
“They are gaining a lot of traction around brand awareness, but can’t necessarily calculate the hard and fast ROI numbers to prove to their CFOs that the money and long-term commitment for these kinds of sponsorships are necessary,” Mike Proulx, a Forrester VP, told me.
For McDonald’s, the figures evidently didn’t justify a renewal. The deal was valued at $40 million annually, per the research firm GlobalData Sport.
For a globally recognized brand such as McDonald’s, the scope for the World Cup to deliver another spike in brand awareness and associated sales may have reached its ceiling. Heineken appeared to make a similar recalculation last year when it said it would end its 30-year UEFA Champions League partnership in 2027. The brewer said it was shifting its sponsorship focus to platforms “where spend is proportionate to value creation,” while retaining Formula 1 and adding Premier Padel.
McDonald’s CMO Morgan Flatley said in a statement last week that sports remains important to its marketing strategy. At the company’s September investor day, Flatley said she was focusing her campaigns “on McDonald’s collection of iconic IP, not someone else’s.” The company continues to sponsor dozens of sports properties, including France’s Ligue 1 top-flight soccer league and the All-American Games.
The 2026 World Cup reached nearly 6 billion people worldwide across different platforms, according to FIFA, which helps explain why brands continue to spend heavily to be associated with it. While FIFA has not disclosed a final sponsorship total for the 2026 World Cup, its latest budget forecasts $2.8 billion in marketing-rights revenue across all commercial partnerships in the 2023 to 2026 cycle. That would be about 59% more than it generated across the 2019 to 2022 Qatar cycle. For the 2026 tournament, FIFA also introduced a program that allowed host cities to sell local supporter packages, making the sponsorship market increasingly crowded compared to previous years.
Rory Natkiel, founder of sponsorship effectiveness consultancy Box Count, said the additional host-city partners risked shrinking McDonald’s “share of property” — the portion of the event’s commercial attention it could realistically command.
That dynamic could make smaller or newer sports properties more attractive to mature global brands. While they might not offer the global scale of long-standing events like the World Cup, they can provide greater flexibility to tailor marketing to specific audiences and channels than the tightly controlled multiyear packages from major rights holders allow. For a company like McDonald’s, that could open up an opportunity to offer consumers an experience they remember rather than a sponsorship they simply expect.
“If they start going into new sports and trying to attract a different audience to the global football audience — padel for a slightly more premium audience, or whatever it might be — it does create a new compelling angle and a new avenue for creativity,” said Rory Stewart-Richardson, a longtime sports sponsorship executive.
Stewart-Richardson said he wouldn’t be surprised if other legacy brands start recalibrating their sponsorship deals, focusing more on local markets and digital activations, with an emphasis on “building from the consumer out rather than trying to buy into temporary cultural relevance.”
