McDonald’s is ending its 32-year sponsorship of the FIFA World Cup after its biggest football marketing campaign of 2026 generated additional business but failed to meet the fast-food chain’s expectations.

The sponsorship agreement, which began with the 1994 tournament, expires at the end of 2026. The decision marks a shift in the company’s approach to major sporting partnerships as it reassesses how marketing spending translates into sustained business growth.

According to Brandspur Brand News, the move reflects McDonald’s growing emphasis on building long-term customer loyalty through its own brand identity, products and experiences rather than relying heavily on high-profile sporting events and entertainment franchises to attract consumers.

Ian Borden, McDonald’s chief financial officer, said the World Cup campaign boosted business activity and generated enthusiasm across its operations, but delivered results below the company’s expectations.

The campaign was the largest in the brand’s history for the World Cup and its biggest marketing investment of 2026. Developed by advertising agency Wieden+Kennedy New York, it ran across more than 110 countries and featured limited-edition meals, collectible merchandise and football stars including David Beckham, Ronaldinho, Thierry Henry and Lamine Yamal.

Despite the scale of the promotion, McDonald’s is placing greater emphasis on the factors it believes can sustain growth beyond the lifespan of major sporting events. These include the quality and taste of its food, the customer experience and the strength of its everyday brand appeal.

Borden indicated that the company would be more selective about the external properties it associates with in future campaigns, including major sporting competitions and entertainment franchises such as Minecraft and the Grinch.

The change forms part of a broader review of McDonald’s marketing strategy. The company plans to place more emphasis on its own intellectual property, collaborations with content creators and initiatives aimed at building stronger relationships with customers.

However, the end of the FIFA agreement does not mean McDonald’s is abandoning sports marketing. The company has said it will continue investing in sports through other partnerships while reconsidering how it allocates resources across sponsorships and entertainment collaborations.

The decision also raises questions about the commercial returns of global sports sponsorships, which can require substantial marketing investment but do not always produce the expected results for individual brands.

McDonald’s said controversies surrounding FIFA were not a factor in its decision to end the partnership.

For the global fast-food chain, the priority now is to find more effective ways to turn marketing expenditure into lasting customer demand, rather than relying on the temporary boost associated with major sporting tournaments