Formula 1® announces multi-year Regional Partnership with McDonald’s in Latin America

McDonald’s has been announced as a Regional Partner of Formula 1® in Latin America, following an agreement between F1 and Arcos Dorados, the operator of the iconic fast-food brand in the region. The multi-year partnership is the first of its kind for F1 in the region as the sport’s audience continues to grow in Latin America.

With Grands Prix in Mexico City and São Paulo, and a roster of iconic drivers hailing from the region throughout the sport’s history, Formula 1 has long had a significant presence in Latin America and in recent years the audience has grown significantly. The fanbase in the region now boasts over 150 million fans with almost 1 in 2 in Mexico having started to follow F1 in the last four years.

This growth has also been visible through social media, with Brazil and Mexico both in the top five markets for followers globally of the official F1 Facebook and Instagram channels. In addition to a cumulative 200 million TV audience in Latin America for the 2023 season, the FORMULA 1 GRAN PREMIO DE LA CIUDAD DE MÉXICO 2023 and FORMULA 1 ROLEX GRANDE PRÊMIO DE SÃO PAULO 2023 also saw record attendances, with 401,000 and 267,000 fans respectively.

Now, through this partnership, fans will be able to engage with F1 in new ways as McDonald’s deliver quality, personalised experiences that go beyond race day, combining the best of their over 2,300 physical restaurants across the region and the brand’s mobile app. McDonald’s will also have visibility on a race weekend through virtual trackside signage which will be shown in broadcasts in Latin America only.  

Jonny Haworth, Director of Commercial Partnerships, Formula 1 said:

“Formula 1 has a rich heritage in Latin America, so we are thrilled to be partnering with an iconic brand like McDonald’s to help further our connection with fans in this region. Through a combination of digital activations and in-store activity, we are incredibly excited to be working with McDonald’s to bring the world of F1 to both current and future fans in a new and powerful way.”

Santiago Blanco, Chief Marketing Officer, Arcos Dorados said:

“It is an honour for us to partner with a brand that shares so many values with us, such as precision, teamwork, and excellence, which are fundamental in our daily operations. Undoubtedly, this collaboration will allow us to offer another unique opportunity to create unforgettable moments together for all our customers and fans.”