Ian Borden

It was the largest marketing campaign of the year.

McDonald's CFO Ian Borden acknowledged that the campaign helped the business, but it fell short of expectations.

And then reports on 26th of October confirmed that the sponsorship would end after 32 years with the company shifting towards its own brand, platforms, and other sporting opportunities.

I think this is a mistake because I get it.

It was the largest marketing campaign of the year.

McDonald's CFO Ian Borden acknowledged that the campaign helped the business, but it fell short of expectations.

And then reports on 26th of October confirmed that the sponsorship would end after 32 years with the company shifting towards its own brand, platforms, and other sporting opportunities.

I think this is a mistake because I get it.

So they've dropped them, do they say?

What the McDonald's chief financial officer, Ian Borden, has said, that the World Cup campaign provided a lift to the business and generated excellent system excitement.

But he said it underperformed versus our expectations.

So that was delivered on an earnings call.