McDonald’s signs partnership deal with football leagues

By Sarah Stowe | 18 Mar 2021 View comments

McDonald’s Australia is partnering with football’s newly formed Australian Professional Leagues (APL) in an initiative designed to boost the connection between grassroots participants and professional football.  

In the deal McDonald’s takes on the mantle of Official Quick Service Restaurant Partner and McCafé the Coffee Partner to the A-League, Westfield W-League and the E-League.

The relationship will also extend to nine APL clubs, including three new relationships with Brisbane Roar FC, Macarthur FC and  Western United FC.

In December 2020 four football leagues (A-League, W-League, Y-League and E-League) moved from the governing body Football Australia to the new organisation which will operate the competitions. The APL has exclusive rights to use intellectual property rights associated with the E-league (online gaming) brand.

As part of the newly-inked agreement McDonald’s is introducing the ‘Macca’s Half-Time Heroes’ series of small-sided games played at half-time.

The new initiative aims to encourage families to experience football firsthand, supported by ticket giveaways and competitions.  

Amanda Nakad, marketing manager, McDonald’s Australia said “We’re proud to play an active role in communities across Australia, and are thrilled to be a foundation  partner of the Australian Professional Leagues.

“Working together, we hope to help further connect fans and players to the sport they love, ultimately  getting more people playing, watching and supporting the great game of football.

“Football has a terrific atmosphere – everyone is made feel welcome at their local A- and W-League or junior club and feels immediately at home. We love that aspect of sociability and familiarity, that’s so aligned to what we strive to provide in our restaurants.”

Ant Hearne, chief commercial officer of APL, said the partnership with McDonald’s was an exciting development for football at all levels. 

“Our shared passion for the game is at the heart of our partnership with McDonald’s, and they have  recognised the unique moment in time for the growth of our game.  

“We’ve got two million people playing football in Australia and we want to give them the best possible  access to the highest level of football in this country through APL.”