McDonald’s, Formula 1 Unveil Groundbreaking Multi-year Tie-Up in Latin America

McDonald's and Formula 1 announced they have signed a deal that will make the former the Regional Partner of the international racing sport in Latin America. The agreement was made possible after Arcos Dorados, the local operator of McDonald's in the territory, agreed to the partnership.

Formula One and McDonald's Latin American operator entered into a multi-year tie-up, which is said to be a first of its kind for the racing sport organization in the region. This is a strategic alliance as the F1 audience in Latin America picks up.

Innovative Collaboration for Growth

Per BNN Breaking, Formula One entered this pioneering venture by collaborating with Arcos Dorados. The group took this path to further widen its presence and augment its footprint in Latin America.

The team-up will allow McDonald's to display its branding during racing tournaments, eventually making its presence felt by the audience. McDonald's will also create advertisements specially made to suit Latin American fans and viewers. The ads are expected to be displayed in the fast-food chain's 2,300 branches and mobile apps.

Partnership to Drive Engagement for the Brands

Through the deal, McDonald's will use the increasing popularity of Formula One in the region to reach more customers. The racing sport has more than 150 million fans in the region, especially in key areas such as Brazil and Mexico, where races are mostly hosted. Lastly, McDonald's will have great visibility during the Formula One races as its signage is expected to be shown on broadcast and in the venues for all Latin American fans to see.

"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," Formula One's director of commercial partnerships, Jonny Haworth, said in a press release. "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."

Arcos Dorados' chief marketing officer, Santiago Blanco, added, "It is an honor 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."

Photo by: Formula One Press Release