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Sponsor McDonald's passes on World Cup food deal
Bloomberg, March 29th, 2010 5:31PM

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TAGS:  soccer business, world cup


World Cup sponsor McDonald’s won't be supplying food at World Cup stadiums and fan parks around South Africa during the tournament. It's chosen to instead focus its sales efforts on its 132 restaurants in South Africa, where it hopes to get a sales boost of as high as 35 percent in the leadup to the World Cup.

The move by McDonald's to not sell at or around matches follows that of Anheuser- Busch InBev, which ceded its rights to sell beer at fan parks to SABMiller. “We are best suited to leverage our position at our restaurants than outside that environment,” Sechaba Motsieloa, marketing director at McDonald’s South African unit, said.

There is great concern about how many fans will travel to the tournament for the finals. The visitor estimate was reduced from 450,000 people to 350,000, but only 100,000 international air tickets have being sold three months before the event.

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