McDonald’s is staying on as the official restaurant sponsor of the FIFA World Cup 2026™, but the fast-food giant has made a surprising decision: it will not sell food, drinks, or any merchandise at the official FIFA Fan Fests.

The company renewed its long-standing partnership with FIFA in 2023, securing the title of “Official Restaurant Sponsor” for the tournament co-hosted by the United States, Canada, and Mexico. The deal includes prominent LED advertising inside stadiums, exclusive naming rights to the Fair Play Trophy, and major global brand exposure.

However, McDonald’s has chosen not to exercise its preferential option to operate concessions at the Fan Fests — the large public fan festivals planned across the 16 host cities. The brand had the right of first negotiation and last refusal to sell a limited menu, which was expected to focus mainly on ice cream and a few signature items.

This marks the first time since 1994, when McDonald’s began its official FIFA World Cup sponsorship, that the company will have no direct commercial sales presence at the Fan Fests.

According to sources, the decision was influenced by questions over return on investment, including uncertainty about event scale, number of active days, and expected attendance. In an official statement, McDonald’s said it prefers to “focus our efforts where we can make the biggest impacts — in the communities we serve, including across the 16 host cities.” The company emphasized that it remains “all-in” on the sponsorship.

Even without sales points, McDonald’s branding will still appear visibly on the main stage of the Fan Fests. Host cities will also be prohibited from allowing direct competitors to sell similar products, potentially opening opportunities for local businesses.

The McDonald’s–FIFA partnership is one of the longest-running in world football. With this strategic adjustment ahead of the largest World Cup in history, the brand is shifting its activation focus while maintaining its high-profile sponsorship role.