McDonald's is ending its 32-year old association with FIFA as a part of a 'marketing overhaul'. 

The split comes after the 2026 World Cup campaign, which was said to be the company's largest marketing push of the year. The campaign was conceptualised by Wieden+Kennedy and spread across 110 countries. It features current and former footballers David Beckham, Ronaldinho Gaúcho, Thierry Henry, Heung-Min Son, and Lamine Yamal.

However, McDonald's claimed that the company's growth slowed in the USA and it underperformed compared to its expectations.  

McDonald's had first partnered with FIFA in 1994. The men's World Cup was incidentally held that year in the USA. The last renewal came in 2023 and ended with the current cycle, with the tournament being held across the USA, Canada and Mexico.