, Australia

McDonald's, APL ink partnership to support grassroots football

The new deal will see the fast food giant become the official QSR partner to the A-League, Westfield W-League and the E-League.

McDonald’s Australia has signed a partnership with the Australian Professional Leagues (APL) aimed to promote and support grassroots football.

The new deal will see the fast food giant become the official QSR partner and McCafé become the coffee partner to the A-League, Westfield W-League and the E-League. It will also extend to nine APL clubs, including three new relationships with Brisbane Roar FC, Macarthur FC and Western United FC.

Through the partnership, McDonald’s will also have its ‘Macca’s Half-Time Heroes’ activation, a series of small-sided games played at half-time designed to “create opportunities for families to experience football firsthand” and is supported by ticket giveaways and competitions.

“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,” McDonald’s Australia marketing manager Amanda Nakad said.

“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.”

APL chief commercial officer Ant Hearne 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,” Hearne said.

“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. This partnership with McDonald’s enables deeper connections between young players and their A-League and Westfield W-League heroes and we’re delighted to expand our relationship.”

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