McDonald’s Re-Ups As FIFA Sponsor Through 2014 World Cup

McDonald’s Mary Dillon (l) And FIFA’s Sepp Blatter Officially Sign Sponsorship Extension

McDonald’s has renewed its partnership with FIFA, signing on as a FIFA World Cup Sponsor through 2014. McDonald’s, a World Cup sponsor since ’94, joins Anheuser-Busch as the second of six companies in the Sponsor category, the second tier of sponsorship. FIFA now has three levels of sponsorship: Partners (the top tier), World Cup Sponsors and National Supporters. Coca-Cola, adidas, Emirates Airline, Hyundai, Sony and Visa are the six official Partners. McDonald’s will continue to have exclusivity in the retail and food service category and will also continue to sponsor of the Player Escorts Program, where kids escort World Cup players onto the pitch (FIFA).

ADVERTISERS: The WALL STREET JOURNAL’s Mei Fong writes Coca-Cola and adidas are among the companies that are “drawing on the popularity of online games in China among younger consumers.” adidas hired graphic-design firm Dream Cortex to design an online game for the Asian market to leverage its World Cup sponsorship. After downloading the software, “users create a virtual soccer player who can play soccer-related games, pop into the adidas online shop to buy sports clothes and chat on message boards with other users” (WALL STREET JOURNAL, 7/10).

GOLEO: Germany-based toy manufacturer Nici said that more than 1 million dolls or toys featuring ’06 World Cup mascot Goleo were sold during the tournament. The two best-selling versions of the mascot have been a key holder and a stuffed toy (DEUTSCHE WELLE, 7/8).