CHICAGO – McDonald’s sports-marketing bulldozer continues to blaze through the new year, this time hooking" data-categories = "" data-popup = "" data-ads = "Yes" data-company = "[]" data-outstream = "yes" >

McDonald’s Sports Gets Lift From Soccer, Basketball Promos By Jim Kirk and Matthew Grimm with Beth Heitzma

CHICAGO – McDonald’s sports-marketing bulldozer continues to blaze through the new year, this time hooking

The burger biggie will also kick-off its World Cup ’94 soccer sponsorship along with a number of other corporate sponsors next month with a test event aptly named McSoccerFest.
In the trading card deal, sources say McDonald’s will take on most of the broadcast expenses while Upper Deck will supply special edition NBA cards. Leo Burnett Co. will handle the advertising. Although new on the national level, some of McDonald’s local franchisees have used their own trading card promotion in the past. Last year, St. Louis franchisees used a similar promotion in the market with special edition trading card giveaways.
Officials from Leo Burnett would not comment.
The deal is attractive on a national level because both McDonald’s and Upper Deck boast NBA superstar Michael Jordan as their primary NBA endorser. The promotion is expected to include menu deals and will run throughout the playoffs.
Meanwhile, McDonald’s will inaugurate its World Cup ’94 sponsorship program, assisted by Coca-Cola, ITT Sheraton, Adidas, Sprint, M&M/Mars and possibly other World Cup co-sponsors, with the test event Feb. 13-14 in Southern California.
Representatives of McDonald’s regional marketing co-ops and other soccer sponsors will observe the test and mull jumping aboard for Big Mac’s roll-out of the program to major youth-soccer markets across the country.
Copyright Adweek L.P. (1993)