Formula One has signed a multi-year partnership agreement with American fast-food chain McDonald’s, which comes on board as a Regional Partner of the racing division in Latin America.
The deal will see McDonald’s work on various fan activities to deliver “quality, personalised experiences that go beyond race day.” It will also enjoy race-weekend branding visibility through virtual trackside signage exclusively during the Latin America broadcasts.
Emily Prazer, Chief Commercial Officer, Formula 1, commented:
“Formula 1 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. 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.“
Santiago Blanco, Chief Marketing Officer, Arcos Dorados, added:
“It is an honour for us to partner with a brand that shares so many values with us, such as precision, teamwork, and excellence, which are fundamental in our daily operations. Undoubtedly, this collaboration will allow us to offer another unique opportunity to create unforgettable moments together for all our customers and fans.“
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