2026 FIFA World Cup™
McDonald's
The 2026 FIFA World Cup™ is coming to McDonald’s.
McDonald’s has always been an integral part of the rituals surrounding game days. Long before kickoff, fans gather there to share a meal and build excitement over a Big Mac™. During the game, soccer nights with friends are also centered around the brand’s iconic products, from friendly bets on Chicken McNuggets™ to immediate reactions and celebrations of the best goals. After the game, McDonald’s remains a gathering place where people replay the decisive plays, analyze their team’s performance, celebrate a victory, or share the disappointment of a loss.
From post-game outings to evenings at home, and all the moments of togetherness with loved ones, McDonald’s has been a part of these shared experiences for generations—moments that keep the passion for soccer alive far beyond the 90 minutes of play. So many memories, emotions, and shared moments built around a common and universal passion: soccer.
So this summer, come celebrate the greatest moments of the FIFA World Cup 26™ under the Golden Arches with:
– A FIFA World Cup 26™ adult menu, a Big Mac® sauce in limited-edition packaging, and six collectible cups featuring Thierry Henry, David Beckham, Ronaldinho Gaucho, Heung-Min Son, Lamine Yamal, and our very own icon: Grimace!
Legends who all have a connection to the brand: “McDonald’s reminds me of home. The McDonald’s in Les Ulis was one of the first in the area, and growing up, it was part of the community’s daily life. It wasn’t just about the food—it was a place where people gathered.” Thierry Henry
– A FIFA World Cup 26™ Happy Meal™ menu and 15 collectible Squishmallows™ plush toys, dressed in jerseys inspired by the tournament.
These menus and giveaways were highlighted in an integrated global campaign, rolled out across all participating markets and supported by a powerful 360° marketing strategy.
But McDonald’s France’s messaging doesn’t stop there.
McDonald’s is shaking up the “cooling break” with TBWAParis
To truly win over the hearts of the French public during the 2026 FIFA World Cup™, TBWAParis and McDonald’s France have created a campaign to transform the “cooling break” (an additional 3-minute break mandated due to expected extreme heat) into an entertainment break.
If the match has to be interrupted, we might as well make it feel like a real break—the kind fans love: Grimace getting tackled by security in the middle of the stadium, Grimace trying to score a goal, Grimace running toward the referee to show him a… purple card, Grimace mowing the field, and plenty more to discover throughout the tournament.
With each appearance, Grimace bursts onto the field in a new slapstick scene, fueling a running gag destined to take off both on screen and on social media.
During the 2026 FIFA World Cup™, McDonald’s is cheering on the fans and making a big statement with TBWAParis
For some time now, a trend has been taking off on the backs of the soccer jerseys worn by fans: custom messages. Private jokes, punchlines, declarations of love—you name it.
McDonald’s and TBWAParis are tapping into this trend and developing an event-based campaign by transforming the brand’s iconic products into custom-printed messages. “McFlurry™ 13 started,” “Big Mac™ 100 pickles,” “Box of 2 Chicken McNuggets™,” or even “CB 12.” These are all nods to the rituals of both soccer fans and the brand.
