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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 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.