McDonald’s forays into motorsports as F1’s regional sponsor in Latin America

Formula 1 races in Latin America will feature the familiar golden arches of McDonald's.

Formula 1, the premier open-wheel racing, has signed a regional sponsorship deal with McDonald’s, marking the fast-food giant’s first foray into motorsports.

The deal will see the iconic golden arches appear at races and events across Latin America including Grands Prix in Mexico City and São Paulo, Brazil.

This strategic partnership leverages McDonald’s strong regional presence to connect with a diverse audience that aligns with F1’s broad appeal, while simultaneously boosting F1’s global reach and securing a valuable regional sponsor.

“It is an honor to join with a brand with which we share so many values, such as precision, teamwork and excellence, which are fundamental in our daily lives. Without a doubt, this collaboration will provide us with a unique opportunity to create moments together. unforgettable for all our clients and fans,” stated, Santiago Blanco, Marketing Manager of Arcos Dorados.

Jonny Haworth, Director of Sponsorships and Commercial Agreements at Formula 1 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.”

McDonald’s is a global fast-food giant, easily recognized by its golden arches logo. Founded in 1940 in California, it has grown into a behemoth with over 36,000 restaurants serving millions daily in over 119 countries.

The 2024 F1 season kicked off with a bang, as the reigning champion, Max Verstappen, dominated the Bahrain Grand Prix. The adrenaline doesn’t stop there, as the focus shifts to the Saudi Arabian Grand Prix in Jeddah on March 9 at 10:30 PM IST. Beyond the track, F1 has been busy making headlines by forging exclusive digital media rights with FanCode and beIN Sports. F1 also extended its long-standing partnership with DHL.

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