Brands Kick Off World Cup With Food Promotions

As the 2026 FIFA World Cup gets under way, some of America’s biggest restaurant chains are looking to turn football fever into foot traffic, unveiling a wave of promotions, limited-edition menu items and themed merchandise aimed at supporters following the month-long tournament.

The competition begins on 11 June, with Mexico facing South Africa in the opening match. The United States men’s national team will make its first appearance a day later against Paraguay in Los Angeles, while the final is set for 19 July at MetLife Stadium in New Jersey.

For fast-food companies and casual dining brands, the tournament presents an opportunity to tap into one of the world’s largest sporting audiences.

McDonald’s has launched a FIFA World Cup-themed meal featuring collectible cups adorned with football stars and celebrity ambassadors. Customers ordering selected meals can receive one of nine designs, including cups featuring Christian Pulisic, Son Heung-min and David Beckham. The promotion also extends to Happy Meals, which now include football-themed Squishmallows toys and access to a digital game.

Chipotle has opted for a simpler approach. On the opening day of the tournament, customers wearing a football shirt to participating restaurants after 3pm will be eligible for a buy-one-get-one-free entrée offer. The company is also releasing a limited-edition jersey as part of the campaign.

Buffalo Wild Wings is leaning heavily into the international nature of the tournament with a “Matchday Menu” inspired by flavours from around the world. New sauces draw on culinary traditions associated with South Africa, Mexico, Canada, Asia, Europe and South America, while football-themed cocktails and beer towers round out the offering. The chain has also revived its discounted meal deal for two diners.

Meanwhile, Domino’s is betting on drama on the pitch. The pizza giant has pledged to give away up to $1m worth of pizzas if a player from the US men’s national team is shown a red card during the tournament. Fans who registered before the competition began will be entered into a draw for free pizzas should the unlikely scenario occur.

For those with a sweet tooth, Krispy Kreme has introduced a limited-edition Match Day Dozen featuring football-themed doughnuts decorated as miniature pitches and flying footballs. Customers purchasing a box can also buy a second dozen Original Glazed doughnuts for a heavily discounted price during the opening weekend.

Cookie chain Crumbl has unveiled a rotating menu inspired by countries participating in the tournament. New flavours include a mango and Tajín cookie inspired by Mexico, a Nanaimo bar variation reflecting Canadian tastes and a football-themed Dubai-style cheesecake creation.

Auntie Anne’s, known for its pretzels, has joined the festivities with a “Pitch Pack” featuring shareable snacks and dipping sauces. The company is also selling football-themed merchandise, including scarves and plush versions of its pretzel nuggets.

The flurry of promotions highlights the growing commercial significance of football in the United States, which is co-hosting the tournament and hoping to capitalise on increased interest in the sport. Brands have increasingly aligned themselves with major sporting events, seeing them as rare opportunities to reach large audiences gathered around a shared cultural moment.

For consumers, the result is a summer filled with collectible cups, discounted meals and football-inspired desserts. Whether those offers prove as memorable as the action on the pitch remains to be seen.As the 2026 FIFA World Cup gets under way, some of America’s biggest restaurant chains are looking to turn football fever into foot traffic, unveiling a wave of promotions, limited-edition menu items and themed merchandise aimed at supporters following the month-long tournament.

The competition begins on 11 June, with Mexico facing South Africa in the opening match. The United States men’s national team will make its first appearance a day later against Paraguay in Los Angeles, while the final is set for 19 July at MetLife Stadium in New Jersey.

For fast-food companies and casual dining brands, the tournament presents an opportunity to tap into one of the world’s largest sporting audiences.

McDonald’s has launched a FIFA World Cup-themed meal featuring collectible cups adorned with football stars and celebrity ambassadors. Customers ordering selected meals can receive one of nine designs, including cups featuring Christian Pulisic, Son Heung-min and David Beckham. The promotion also extends to Happy Meals, which now include football-themed Squishmallows toys and access to a digital game.

Chipotle has opted for a simpler approach. On the opening day of the tournament, customers wearing a football shirt to participating restaurants after 3pm will be eligible for a buy-one-get-one-free entrée offer. The company is also releasing a limited-edition jersey as part of the campaign.

Buffalo Wild Wings is leaning heavily into the international nature of the tournament with a “Matchday Menu” inspired by flavours from around the world. New sauces draw on culinary traditions associated with South Africa, Mexico, Canada, Asia, Europe and South America, while football-themed cocktails and beer towers round out the offering. The chain has also revived its discounted meal deal for two diners.

Meanwhile, Domino’s is betting on drama on the pitch. The pizza giant has pledged to give away up to $1m worth of pizzas if a player from the US men’s national team is shown a red card during the tournament. Fans who registered before the competition began will be entered into a draw for free pizzas should the unlikely scenario occur.

For those with a sweet tooth, Krispy Kreme has introduced a limited-edition Match Day Dozen featuring football-themed doughnuts decorated as miniature pitches and flying footballs. Customers purchasing a box can also buy a second dozen Original Glazed doughnuts for a heavily discounted price during the opening weekend.

Cookie chain Crumbl has unveiled a rotating menu inspired by countries participating in the tournament. New flavours include a mango and Tajín cookie inspired by Mexico, a Nanaimo bar variation reflecting Canadian tastes and a football-themed Dubai-style cheesecake creation.

Auntie Anne’s, known for its pretzels, has joined the festivities with a “Pitch Pack” featuring shareable snacks and dipping sauces. The company is also selling football-themed merchandise, including scarves and plush versions of its pretzel nuggets.

The flurry of promotions highlights the growing commercial significance of football in the United States, which is co-hosting the tournament and hoping to capitalise on increased interest in the sport. Brands have increasingly aligned themselves with major sporting events, seeing them as rare opportunities to reach large audiences gathered around a shared cultural moment.

For consumers, the result is a summer filled with collectible cups, discounted meals and football-inspired desserts. Whether those offers prove as memorable as the action on the pitch remains to be seen.