SBD/September 17, 2013/Marketing and Sponsorship

Victor Cruz The Latest NFL Player To Sign Endorsement Deal With McDonald's

McDonald’s has signed a two-year deal with Giants WR Victor Cruz that includes the NFLer appearing in both Spanish and English commercials for its Mighty Wings product. The Spanish version of the commercial was scheduled to debut last night and will air on Univision, Telemundo, Azteca, UniMas, Mundo Fox, MTV3 and Discovery Galavision. McDonald's USA VP/Marketing Peter Sterling said, “Victor celebrates his Hispanic heritage and we think that is a great way for us to talk to our Hispanic customers." Cruz, who is known for performing a salsa dance in the end zone after touchdowns, performs a different kind of dance in the spot for Mighty Wings. Sterling negotiated the deal for McDonald’s. IMG VP Carlos Fleming, Cruz’ marketing agent, represented the WR in negotiations. McDonald’s also will air a commercial for Mighty Wings featuring Ravens QB Joe Flacco and 49ers QB Colin Kaepernick. Sterling said Flacco’s and Kaepernick’s deals run though the season with options to extend, but Cruz’ deal was a multiyear agreement. Sterling: “Our intent is to use Victor in other ways, including public appearances and some other PR activities. Victor is a great representative of the brand. He’s a great representative of the NFL, so we feel it’s good to have this relationship with him.” McDonald’s announced a multiyear agreement with the NFL last fall, when it became the league's Official Restaurant. Sterling noted Cruz, Flacco and Kaepernick are the first NFLers to sign national endorsement deals with McDonald’s under its new NFL deal. Sterling added all three will appear on theme packaging at McDonald’s nationwide starting next week. Sterling: “We are really excited about working with the NFL and being an official sponsor of the NFL. We are excited about these three athletes. I think they really demonstrate the fun and the passion of the NFL and what customers look forward to every weekend when the NFL takes over everyone’s conversation and dialogue."
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