McDonald’s hits the track: a F1 surprising eight-week partnership

McDonald’s, the world’s most famous fast-food chain, is about to become a F1 team sponsor. Though only for a short period. The collaboration will involve Red Bull, which has decided to launch an eight-week partnership starting from the Brazilian GP, scheduled for November 9.

The iconic Golden Arches of the American brand will appear on the halo of Verstappen and Tsunoda’s cars. As well as in the team’s garage, for the entire duration of the agreement.

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But the partnership won’t be limited to trackside Brazilian Gp branding. Several special events are planned exclusively for the South American audience. In São Paulo, one McDonald’s location will transform its drive-thru lane into an actual pit lane. There customers can experience fun “pit stop” performances while picking up their meals.

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Throughout the collaboration, selected restaurants will also sell Red Bull products, likely including a special Happy Meal edition featuring Formula 1-themed surprises for children.

Some time ago, Formula 1 had already launched a similar collaboration during the release of the F1 movie starring Brad Pitt, which hit theaters last summer. On that occasion, McDonald’s included Apex GP car models, the fictional team featured in the movie, along with F1-branded helmets in its Happy Meals. The initiative was well received by fans, prompting the brand to repeat the idea this year.

To kick off the new partnership, since October 21, several McDonald’s locations in Brazil have already started offering Red Bull products, warming up fans for the upcoming Brazilian GP on November 9. A race that carries great emotional weight in the homeland of the legendary Ayrton Senna.

According to rumors, Red Bull is also developing a children’s animated series to coincide with the campaign. Although no official confirmation or further details have yet been released.

Mixed reactions to the Red Bull partnership

The collaboration has not escaped criticism from fans and commentators alike. A brand like McDonald’s, not exactly known for promoting a healthy and athletic lifestyle, seems somewhat at odds with Red Bull’s sporty image.

Going from endorsing extreme sports to teaming up with a fast-food giant known for burgers and fries feels like a stretch.

Still, the American chain appears eager to show that it has become more conscious and responsible in recent years. This improving product quality, ingredient sourcing, and its marketing approach toward children. A clear example is the addition of apple slices in Happy Meals.

How this campaign will ultimately perform remains to be seen. An effort that brings together two seemingly opposite worlds, now set to share the same project for eight weeks.