McDonald’s South Africa has launched its FIFA World Cup 2026™ campaign, and it comes with global football royalty, limited-edition collectibles and a challenge that hits closer to home than any penalty shootout.
Launched Tuesday at the fast-food chain’s Sandton head office, the campaign forms part of a broader global McDonald’s FIFA featuring David Beckham, Thierry Henry, Ronaldinho Gaúcho, Heung-Min Son and Lamine Yamal.
The campaign focuses on three elements: limited-time World Cup Meals, FIFA-themed collectibles and a uniquely South African initiative aimed at helping people sing the national anthem with confidence.
Speaking to NOWinSA on the sidelines of the launch, McDonald’s South Africa Marketing Director Krean Maistry said the campaign aims to bring the excitement of the FIFA World Cup 2026™ closer to local fans while giving it a distinctly South African flavour.
“For us, it’s really about bringing the FIFA World Cup 2026 excitement into the lives of our consumers around the world,” Maistry said. “Yes, we’re part of the global football family, but it’s about how we bring that experience to South Africans and localise it for our consumers.”
Maistry said the campaign has been designed to appeal to different generations of football fans, from Gen Alpha and Gen Z to parents who grew up watching some of the game’s biggest stars.
“What’s really exciting is how we bring that to life with the legends that are coming through for our consumers,” he told NOWinSA. “This is going to resonate with Gen Z and Gen Alpha as well, so there’s a FIFA experience for everyone and for the whole family to come and enjoy with us.”
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David Beckham, Thierry Henry and Ronaldinho back McDonald’s FIFA World Cup 2026 campaign
The global campaign brings together some of football’s most recognisable names.
David Beckham framed the campaign around football’s ability to unite people.
“Football is about much more than what happens on the pitch,” he said. “Campaigns like this bring fans and families together and build the excitement in the lead up and during the FIFA World Cup tournament.”
Thierry Henry, a self-described Big Mac and Sundae loyalist, connected the World Cup activation to his childhood memories.
“The McDonald’s in Les Ulis was one of the first in the area, and growing up it was part of everyday life in the community. It wasn’t just about the food — it was a place people came together.”
Henry also shared a family moment sparked by the football-themed campaign. “When my kids saw the cup, it was really special — ‘Dad, that’s you on my McDonald’s cup?’ That was a great moment.”
Ronaldinho Gaúcho described the global franchise as a fixture throughout his teenage years and said the partnership feels like a natural fit.
“The FIFA World Cup 26™ is about football, joy, and bringing people together,” he said. “McDonald’s also brings people together and makes people happy, so it’s exciting to be part of bringing them together in the campaign.”
Asked about his favourite menu items, Ronaldinho kept it simple. “To tell you the truth, I like everything — Big Macs, McChickens, McBacons… it depends on the day.”
Heung-Min Son highlighted the familiarity the brand can offer when adapting to a new environment.
“McDonald’s was one of the places I went to when I moved to LA, and it helped a new place feel familiar right away,” he said. “No matter where you are, it can make you feel closer to home.
Grimace — the beloved McDonald’s purple character — also had something to add: “Friends, food, and football equals big party!”
McDonald’s FIFA World Cup 2026 collectibles, World Cup Meals and fan experiences
The McDonald’s FIFA World Cup 2026 campaign campaign offers South African fans several ways to engage with the tournament.
Maistry told us that collectible cups form a key part of the campaign’s fan experience.
“Consumers can collect and take them home through one of the six collectible cups that will be available through the FIFA Meal that we have,” he said.
Limited-edition collectibles headline the physical side of the campaign. The range taps into the nostalgia and excitement that surrounds every FIFA World Cup while featuring campaign branding and football icons.
Henry’s own children apparently felt the impact immediately, with the former Arsenal and France striker recalling their excitement when they spotted him on a McDonald’s cup.
The World Cup Meal gives fans a dedicated matchday experience throughout the tournament.
For Henry, the choice is straightforward. I’m a Big Mac and Sundae guy, so the World Cup Meal is perfect for me.”
McDonald’s restaurants throughout the country will also host family watch-party activations and fan experiences, positioning them as matchday destinations throughout the FIFA World Cup 2026 tournament.
‘Sing Loud, Sing Proud’: McDonald’s South Africa anthem challenge takes centre stage
The franchise’s South African arm is placing its “Sing Loud, Sing Proud” national anthem challenge at the centre of its FIFA World Cup 2026 campaign.
As many would agree, South Africa’s anthem, Nkosi Sikelel’ iAfrika, is among the most complex national anthems in the world. It moves across five languages — isiXhosa, isiZulu, Sesotho, Afrikaans and English — in a single song, reflecting the country’s history, diversity and unity.
Yet many South Africans still struggle to sing every verse from start to finish.
A word mispronounced. A section sung more softly than the rest. A line quietly skipped. At NOWinSA, we’ll frankly admit — we’ve been there too.
Developed with agency TBWA\Hunt\Lascaris, “Sing Loud, Sing Proud” aims to change that.
The interactive microsite breaks the anthem into stanzas, helping South Africans learn the lyrics, pronunciation and meaning of each section. It includes phonetic lyrics, real-time pronunciation scores and translations that help users understand what they are singing — not simply memorise the words.
McDonald’s has also partnered with major South African radio stations, including 947, Kfm 94.5 and East Coast Radio, to host live anthem challenges.
Listeners receive a call on air and must continue singing the anthem after the music cuts out. Successful participants can win prizes ranging from cash to Hisense electronics.
Correct entries win prizes, including cash and Hisense electronics. The pressure of a live radio challenge, it turns out, is an effective way to find out exactly which sections you actually know.
TBWA\Hunt\Lascaris Creative Director Keith Manning said the campaign emerged from a simple but uncomfortable truth.
“The fact that many South Africans love the national anthem but don’t always know every word, Manning said, adding: “What makes ‘Sing Loud Sing Proud’ special is that it doesn’t shame people for that. It empowers them.”
The campaign has a clear goal ahead of football’s biggest tournament: helping South Africans stand tall and sing every word of the anthem with confidence.
The FIFA World Cup 2026™ runs from June 11 to July 19 across the United States, Canada and Mexico. The expanded tournament will feature 48 teams and 104 matches — the largest World Cup in history — with the full FIFA World Cup 2026 match schedule now available.
South Africa will kick off its Group A campaign against hosts Mexico on June 11 before facing Czechia on June 18 and Korea Republic on June 24.
While Bafana Bafana prepare for their biggest stage in more than two decades, McDonald’s is giving local supporters another way to be part of the FIFA World Cup experience through World Cup Meals, collectibles and the “Sing Loud, Sing Proud” initiative.
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