McDonald's surprise exit from the FIFA World Cup shows how big brands are rethinking sports sponsorships
Source: Business Insider ·
McDonald's decision to leave FIFA shows how global brands are reassessing the cost, clutter and return on sport's biggest sponsorships.
From the source
McDonald's is exiting the World Cup.Patrick Smith - FIFA/FIFA via Getty ImagesA version of this post appears in CMO Insider.Sign up for Business Insider's marketing newsletter.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…