ABOUT

As official sponsors of the FIFA Women’s World Cup 2023, McDonald’s supported the Lionesses with intensity, innovation and investment to become the most talked about brand at every tournament touchpoint.

Our campaign integrated PR, experiential and social to deliver two months of non-stop moments to engage, involve and inspire fans, including…

We got fans excited pre-tournament by launching a first-of-its-kind mini figure for women’s football in the form of England Lioness and long-term McDonald’s ambassador, Beth Mead.

Fans up and down the country were able to experience our touring Ultimate Breakfast Club which took advantage of the tournament's early morning match times by marrying the matches with the breakfast occasion McDonald's was already known for. The Ultimate Breakfast Club intercepted commuters with early morning football, exclusive merchandise, and a free breakfast. Over 30 Women’s Super League stars attended the events alongside celebrity football fans Stormzy, Aitch, Maya Jama, Rio Ferdinand, Roman Kemp and Idris Elba.

The next generation were inspired to get involved through running free football sessions for children during the tournament as part of McDonald’s Fun Football programme.

Plus our ‘always on social’ approach sustained the brand’s voice throughout the tournament and allowed us to authentically engage with key talking points.

RESULTS

We made McDonald's UK the most talked-about FIFA Women's World Cup sponsor with 49% SOV

We delivered editorial coverage and social media content to raise awareness of McDonald's UK support of women's football:

- 1,200+ pieces of earned editorial coverage
- 300+ pieces of content delivered across brand and influencer social channels
- 15m+ organic view across social channels with average ER of 13%

We drove participation and sign ups for McDonald's Women's World Cup Fun Football sessions:

- 55,000+ children participated in the sessions
- Extra sessions added due to demand
- Sessions helped contribute to 32% increase in girls participating in the overall Fun Football programme YoY vs 2022