McDonald’s joins F1’s regional sponsorship portfolio with focus on LatAm: McDonald’s, the US fast food giant, has become a sponsor of Formula 1 motor racing for the first time, signing a regional deal covering Latin America.
The contract is understood to last four seasons, and was led by Arcos Dorados, the franchise that operates the McDonald’s brand in 20 countries in Latin America and the Caribbean.
The McDonald’s brand will appear only on Formula 1 broadcasts within the Latin American market, while the company will be able to carry out activations in the region and operate at the Mexican and São Paulo Grands Prix.
Formula 1 fans in the region will be able to access exclusive promotions and experiences through the McDonald’s app, the Drive-Thru section and McDelivery online delivery service, in addition to enjoying activations in McDonald’s restaurants.
Jonny Haworth, Formula 1’s director of sponsorship and commercial partnerships, said: “Formula 1 has a long tradition in Latin America, which is why we are really excited to partner with an iconic brand like McDonald’s to further strengthen our connection with fans in this region.
“Through digital actions and in-restaurant initiatives, we are very excited to work with them to bring the world of F1 to both current and future fans, in an innovative and impactful way.”
Regional partners are the third tier of Formula 1’s sponsorship programme, with this category currently featuring the likes of: financial services company American Express for the Americas; online gambling operator 188Bet for Asia; lubricants manufacturer Liqui Molyfor Europe; and finance and human resources company Workday, which initially came on board for the UK and Germany in May 2021 before expanding the partnership to include Africa, Europe and the Middle East a year later.
Last September, McDonald’s teamed up with Red Bull’s Mexican driver Sergio Perez to launch a special menu in the country.
The 2024 Formula 1 season got under way in Bahrain yesterday (Sunday), with Perez finishing second to teammate and reigning World Champion Max Verstappen.