McDonald's stops as DFB sponsoring - E-Sport and trend sport in the future

07-Nov-2018 - Germany

After 15 years, fast food giant McDonalds is ending its sponsorship of the German Football Association. As the company announced on Friday, it will become more involved in e-sports and trend sports in the future. The partnership with the Electronic Sports League (ESL), which started at the beginning of the year, is to be continued in 2019. The decision reflects the general brand strategy to connect more closely to the life of the teens and twens, was the reason given for the decision.

Photo by JESHOOTS.COM on Unsplash

McDonald's will sponsor the German national football team for the last time this year as part of the Nations-League home match against the Netherlands on 19 November in Gelsenkirchen. The commitment to the DFB has been running since 2004./se/DP/stk (dpa)

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