• PROMO Magazine, Thursday, July 13, 2006 11:47 AM

Fast food marketer McDonald's really gets a kick out of soccer. Quick on the heels of the sport's quadrennial World Cup tournament, McDonald's announced it has renewed its longtime sponsorship of the Federation Internationale de Football Association World Cup through 2014. The deal gives McDonald's global rights to the 2010 FIFA World Cup in South Africa and the 2014 event--scheduled for a country yet to be determined in South America, as well as access to the FIFA Confederations Cups in 2009 and 2013. As part of the sponsorship, McDonald's retains its status as the exclusive retail foodservice operations sponsor. McDonald's will activate its World Cup sponsorship through promotions, contests, advertisements and in-store activities in more than 100 countries worldwide.

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