McDonald's & The World Cup 2026

Our Goal

Breakfast sales increased by 5% during the World Cup.
Increase foot traffic and mobile app breakfast orders by 10%.
Raise awareness and recognition for McDonald’s as the go-to breakfast choice during the World Cup.

Primary Audience: Gen Z (18-24)

Proficient in social media and attentive to the latest trends.
They may be die-hard fans or casual fans, but one thing is certain: they love the sport's fashion, community, and experience.

Secondary Audience: Families

They are passionate fans who enjoy celebrating the sport together and sharing time and food.
They prioritize convenience and easy access, and value affordability.

For World Cup fans or those who just want in on all the action, pricey and hard-to-get tickets, time zones, and exclusive streaming partners make it difficult to be an
active participant.
With some tickets going for as much as $6k, attending a game can be a financial burden for young fans. Fragmentation of sports media has led to subscription fatigue from juggling multiple paid streaming services.
With over 15,000 McDonald’s locations across North America, McDonald’s has the chance to make the inaccessible a little more accessible.

McDonald’s will transform its everyday restaurants into Goal-Dens, places where customers watch the games during breakfast hours.
But we know fans want more than to watch games; they want to make a connection with the sport and the players as well. In select restaurants hosted in cities like Mexico City, Seattle, and Toronto, exclusive events featuring the following will be held:

Features:

Pitch-Side Seating: communal layouts and charging stations for all-day stays.
Breakfast Booths: photo ops with player cutouts, branded frames, and a
replica trophy.
Collectibles: limited cups + trading cards with soccer stars; perks for fans in
team jerseys.
Halftime Hype: trivia contests, creator/athlete appearances, and live performances.

With games played at different time zones, fans may (inevitably) miss a shot or two. For the limited time of the World Cup, McDonald’s brings the World Cup to your pocket through its app – accessible anywhere, anytime.
Customers can enjoy live score updates and highlights from the games, free food when their team wins, and an invitation to play McDonald’s version of the Breakfast Cup.

The Breakfast Cup

Participants will choose their #WorldCup team and earn points through ordering items during breakfast meal times through the app.
Easy goal: Winners of the Breakfast Cup will be determined by the highest points earned by each in-app country team at the conclusion of the World Cup, and win the coveted prize of the Breakfast Cup, a once-in-a-lifetime collectible.