Case study


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.

McDonalds Logo

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 screened England matches and gave fans the chance to pick up exclusive merchandise and enjoy McDonald’s breakfast menu.  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.

You Look.

–  1,200+ earned editorial articles

–  Highest share of voice vs other sponsors (49%)

–  15m+ organic views across social channels

You Care.

–  55K+ children signed up for WWC Fun Football sessions. Sign-ups at 100% capacity by week two – additional sessions added due to demand

–  5,000+ fans attended matchday screenings

–  Average social engagement rate of 13%

–  Activity recognised as Best in Class sponsor activation by FIFA

  • WINNER - UK Sponsorship Awards 2024 - Women's Sport Sponsorship, FIFA Women's World Cup
  • WINNER - SABRE Awards EMEA 2024 - Food Service
  • FINALIST - PRmoment Awards 2024 - Integrated Communications Campaign of the Year
  • FINALIST - PRmoment Awards 2024 - Culture, Media Sport & Travel Marketing Communications Campaign
  • FINALIST - UK Sponsorship Awards 2024 - Best Use of PR
  • FINALIST - SABRE Awards EMEA 2024 - Integrated Marketing
  • FINALIST- CIPR Excellence Awards 2024 - Best Sport or Entertainment Campaign (awaiting results)
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