Cable and satellite channel Eurosport has signed a sponsorship deal with McDonald’s which will cover the channel’s broadcast of all 64 World Cup games.
McDonald’s is believed to have spent in the region of £1 million for the association which will be pan-European. McDonald’s traditionally negotiates deals on a country by country basis.
McDonald’s brand will appear in break-bumpers around the matches themselves and Eurosport’s logo will be featured on McDonald’s tray-liners around the continent.
The association will begin on Eurosport about ten days before the start of the competition. The channel is to show 33 World Cup matches live, and the rest pre-recorded.
Eurosport: 0171 468 7777
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