The 2026 World Cup is already taking on more than just the matches, with headlines covering politics, economics, sponsorship and fan culture even before the tournament begins.
As competitions in the United States, Mexico and Canada approach, brands are turning football's biggest month into a global marketing race.
Now McDonald's has entered the fray with a campaign built on nostalgia, collectibles, and a product line that pairs legends with one of the industry's brightest young stars.
McDonald's unveils star-studded advertising campaign dedicated to the FIFA World Cup.
Photo by Samantha Sin/AFP via Getty Images
McDonald's says its limited-time FIFA World Cup 2020 offer will be available starting June 9 at participating restaurants and will include one of seven collectible cups.
The cup tournament will feature Alphonso Davies, David Beckham, Ronaldinho Gaucho, Thierry Henry, Heung-Min Son, Lamine Jamal and mascot Grimace, deliberately ensuring the campaign's wide appeal.
Fabrizio Romano also carried out his usual transfer campaign style, posting adverts on social media claiming that Yamal, Ronaldinho, Beckham, Son and Henry had "signed contracts" with McDonald's.
A famous Italian journalist wrote on X: "Lamin Yamal, Ronaldinho, Beckham, Son and Henry have signed contracts with McDonald's: THAT'S IT, confirmed!"«
The promotion also includes a FIFA World Cup 2020 Happy Meal pack, featuring 23 Squishmallows plush toys in tournament-inspired jerseys and a scannable code to access the digital game.
McDonald's says fans can also add a limited-time Golden McFlurry offer to their order, while in-app offers and select in-store events will support the broader campaign.
The strategy is clear. The World Cup runs from June 11 to July 19, so the fast food company is using the final pre-match period to turn anticipation into collectibles.
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