As anticipation builds for the FIFA World Cup 2026, McDonald’s South Africa has launched a nationwide campaign aimed at bringing football fans closer to the action through exclusive collectibles, family-focused experiences and a uniquely South African initiative celebrating national pride.
The campaign, which is being rolled out at participating restaurants across the country, offers customers the opportunity to enjoy special FIFA World Cup meals while collecting limited-edition memorabilia featuring some of the world’s most celebrated football stars.
At the heart of the promotion is the FIFA World Cup Meal, which allows customers to choose between a Large Big Mac Meal or a 10-piece Chicken Mc Nuggets Meal. For R99.90, customers receive a free collectible Soccer Legend Cup featuring one of six football icons and fan favorites, including David Beckham, Thierry Henry, Ronaldinho, Lamine Yamal and Son Heung-min. McDonald’s popular purple mascot, Grimace, also features in the collection.
Beyond the meals and collectibles, McDonald’s South Africa plans to transform selected restaurants into football hubs by hosting FIFA World Cup watch parties. The events will provide supporters with an opportunity to gather with family and friends to watch matches in a festive environment while sharing in the excitement of the tournament.
A major feature of the campaign is the launch of the “Sing Loud. Sing Proud.” initiative, which encourages South Africans to rally behind the national team by confidently singing the national anthem in its entirety.
McDonald’s South Africa Chief Marketing Officer Keegan Alicks said the campaign seeks to harness football’s power to unite people from different communities and backgrounds.
“The national anthem is one of our country’s greatest assets and a true reflection of who we are as a nation. As we support our national team on their journey to football’s biggest stage, we want every South African to feel confident to sing loudly and proudly, standing together behind the team and celebrating what unites us,” said Alicks.
He added that football remains one of the few global sports capable of bringing people together regardless of age, language or background.
“Whether you’re collecting a Soccer Legend Cup, adding to your Squish mallows collection, gathering with loved ones at a watch party, or singing the national anthem before kick-off, we want to create delicious feel-good moments that unite South Africans and celebrate our shared passion for the game,” he said.
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