McDonald’s Is Leaving the World Cup. What Are Sponsors Really Buying?
The decision raises a question every sports partnership should answer: what can a brand build with the rights it buys?
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Eleven years. No endorsement deal. No manufactured relationship. Just an athlete who believed in a product long before the partnership became official.
The World Cup Is Over. The Real Marketing Scoreboard Is Just Beginning.
Adidas invested heavily in the 2026 FIFA World Cup. Now comes the real challenge: turning one of the biggest moments in sports into lasting brand value.
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About author
Jesús Arroyo
Sports Marketing ExecutiveJesús Arroyo is a sports marketing leader with experience building brands, growing fan communities, developing partnerships, and creating culturally relevant experiences around professional basketball.
As Director of Marketing for the Criollos de Caguas and Criollas de Caguas, Jesús has helped shape the marketing strategy of two of Puerto Rico’s professional basketball franchises. His work spans brand strategy, sponsorships, digital content, game-day experiences, fan engagement, ticketing, community initiatives, and commercial partnerships. During his tenure, the Criollos captured the 2024 BSN Championship, while the return of the Criollas created an opportunity to rebuild a historic women’s basketball brand for a new generation of fans. Through his work and writing, he explores the intersection of sports, culture, brands, technology, and the evolving business of fandom.
More about the authorThe Game Never Stops Evolving. Neither Should Our Perspective.
Exploring the next plays in sport, culture, and brands.