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McDonald’s has been named as the Official Quick Service Restaurant of the International Champions Cup (ICC), the premier, annual pre-season soccer tournament that brings the world’s best clubs to the United States and Europe as a way to say thank you to customers who love soccer.
McDonald’s and Relevent Sports have developed a custom campaign focused on engaging with consumers and soccer fans by providing them unique fan experiences across the tournament’s 10 U.S. based matches, with enhanced fan experiences at the ICC matches in New York, Chicago and Los Angeles.
“This summer’s ICC is a great opportunity for us to give back to our customers who are soccer fans and bring them experiences that only McDonald’s can provide,” said Patricia Diaz, McDonald’s director of multicultural marketing.
“We are thrilled to work with McDonald’s, and are excited to build a partnership that authentically reaches their key consumers,” said David Tyler, CEO, Relevent Sports. “McDonald’s has a long history of providing unique soccer experiences to their customers and we are thrilled to be part of this summer’s effort.”
As part of its sponsorship, McDonald’s will host youth clinics in New York, Chicago and Los Angeles with Soccer Legends Carlos Valderrama and Oswaldo Sánchez, who will engage with the kids and sign autographs. McDonald’s will also execute its global player escort program, a program which they have offered at past events such as the FIFA World Cup, which will allow hundreds of children to participate in the ICC matches across the U.S. Escorts will walk onto the field alongside world-famous players during the pre-match procession in front of thousands of fans; additionally older children will be selected to be ball kids and flag bearers during the matches. All youth participants will be outfitted in McDonald’s branded soccer kits.
“Since 2006, McDonald’s has executed its player escort program with the FIFA World Cup. To have McDonald’s extend and expand its core soccer program to the ICC is a testament to the brand’s vision and the strength of our tournament, in the U.S. and abroad. We’re excited to see our partnership come to life on the pitch this summer,” said Bob Brennfleck, CEO, Ascendent Sports Group.
The partnership between McDonald’s and Relevent Sports will not only provide once-in-a-lifetime opportunities for youth soccer fans, but will also deliver unique pre-game experiences for fans at select ICC matches. McDonald’s fan fest activities will include turf fields for 3v3 soccer, photo booths, video gaming areas, foosball tables and sampling opportunities. McDonald’s on-site creative, as well as, their digital and social branding will be in both English and Spanish, as part of their national Alimenta La Pasión campaign.
