McDonald's has extended its sponsorship of the World Cup with football's ruling body Fifa until 2014, it has been confirmed.

The fast-food giant will be a Fifa World Cup Sponsor with global rights to the 2010 World Cup in South Africa and the 2014 World Cup in South America, the venue of which is yet to be determined.

The renewal agreement also allows McDonald's to continue its status as the exclusive retail foodservice operations sponsor with special advertising rights.

Fifa president Joseph Blatter and Mary Dillon, McDonald’s executive vice-president and global chief marketing officer, signed the agreement in Berlin.

“With McDonald’s we have another long-time official sponsor on board for the Fifa World Cup events in 2010 and 2014,” said Blatter. "This clearly shows that sponsoring the Fifa World Cup goes beyond backing the event financially.”

McDonald's has sponsored the World Cup since 1994. The deal also includes sponsorship rights for the 2009 and 2013 Confederations Cups.

By Jim Butcher

This article originally appeared on mad.co.uk, the website which delivers business insight to professionals in marketing, media, new media, advertising and design. To subscribe to mad.co.uk and receive full access to their database of articles on these industries, click here.

Source: mad.co.uk

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