Formula One has agreed a multi-year regional partnership with Arcos Dorados, the operator of McDonald’s in Latin America.
Contract:
- McDonald’s will offer personalised Formula One experiences across its 2,300 physical restaurants in the region and via its mobile app
- Fast food giant will also receive visibility on a race weekend through virtual trackside signage, shown in Latin American broadcasts only
Context:
With Formula One’s inventory for global partnerships running thin, the series has begun to diversify with regional deals. This has been seen with the recent multi-year deal with American Express, with the US-based company becoming the official payments provider in the Americas, while similar deals have been agreed with 188Bet, Liqui Moly and Workday.
Comment:
“Formula One has a rich heritage in Latin America, so we are thrilled to be partnering with an iconic brand like McDonald’s to help further our connection with fans in this region,” said Jonny Haworth, director of commercial partnerships at Formula One.
“Through a combination of digital activations and in-store activity, we are incredibly excited to be working with McDonald’s to bring the world of F1 to both current and future fans in a new and powerful way.”
Coming next:
With a fanbase of over 150 million in Latin America, Formula One has two races in the region. First up is the Mexican Grand Prix on 27th October, followed by the Brazilian Grand Prix on 3rd November.
Going deeper:
- F1 Academy and Charlotte Tilbury: Why brands need to up their game when it comes to sponsorship
- The SkyPad, Martin Brundle interviews, and remote production: Inside Sky Sports’ award-winning F1 coverage
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