McDonald's Rolling Out Three Separate Promos To Mark Second Year As NFL Sponsor
McDonald’s is marking the second year of its NFL league sponsorship with a trio of promotions timed to coincide with the start of the football season. In its first year returning as a league sponsor after a 15-year hiatus, McDonald’s scored well in SportsBusiness Journal's annual NFL sponsor awareness survey. For the first time in five years, more NFL fans correctly identified McDonald’s as the league’s QSR rightsholder. Fans incorrectly identified Subway as the NFL's official QSR in the survey every year since '09. Accordingly, McDonald’s opening-month NFL blitz is larger and portends an expanded effort across a variety of core products, including Chicken McNuggets, French fries, soft drinks, Big Macs, Quarter Pounders, Extra Value Meals and McCafe beverages. Last year’s NFL effort for the fast feeder focused on “Mighty Wings," a temporary menu offering. “We’re looking at this as a season-long opportunity, and a way to engage our customers for the entire season (McDonald’s sponsors balloting for the season-ending Pro Bowl) as opposed to last year, when it was more of an event," said McDonald's Global Marketing Officer Dean Barrett, who added that a return to the ranks of Super Bowl advertisers was uncertain as of yet. McDonald’s early-season NFL promo activity encompasses a photo contest, a tie-in with the latest "Madden" videogame, and packaging with QR codes that unlock exclusive NFL content. The trio of promos will see NFL indicia splashed across more than 180 million fry boxes and more than 120 million soft drink cups. Local team sponsorships have increased to 15, up from 11 last season.