• PROMO Magazine, Monday, June 12, 2006 12:30 PM

Like soccer itself, McDonald's is going global with a range of promotions and marketing activities designed to support the fast-food marketer's sponsorship of the FIFA World Cup soccer tournament that kicked off last Friday in Germany. Much of the effort is targeted to the Hispanic consumers, the company said. One initiative, the Player Escort Program, involves sending more than 1400 children ages six to 10 to the tournament. McDonald's is also giving consumers around the world a chance to play an online game at a special Web site, www.FIFAworldcup.com. The McDonald's/FIFA Fantasy game is available in nine languages and give fans a chance to manage a squad of soccer players and complete against celebrity fantasy teams online. A variety of other special soccer-oriented promotions are being held in Germany, Brazil, China, India, Japan, and the U.K. In the U.S., McDonald's is offering limited edition FIFA World Cup beverage cups with its Spicy Chicken sandwich promotion. TV and radio spots support. In addition, Some 28 children from the U.S will participate in McDonald's Player Escort Program. "The global World Cup sponsorship is a leverage point for us with Hispanic consumers," said Rick Marroquin, director of marketing U.S. Hispanic, McDonald's USA. "We know the passion they have with soccer, and particularly with the World Cup. We believe [this promotion] is a great way we can leverage that passion."

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