Walking the World's Stage

The McDonald's Player Escort programme provided a once-in-a-lifetime opportunity for 1,408 kids from all over the world to take part in the FIFA World Cup 2018 in Russia. The initiative saw mascots live out their dreams and walk on to the pitch before each match hand-in-hand with some of the greatest footballers on the planet. 

We managed the international programme with 132 kids visiting three host cities across nine matches. All guests attended a four day / three night hospitality programme and throughout their stay participated in a variety of cultural and football activities, including their match day performance. We also created a bespoke online ticket request portal which was used for all McDonald's FIFA World Cup 2018 tickets.

The programme represented 47 countries, with 332 guests hosted including kids, guardians and media representatives. We also provided 13,500 tickets and over 1,000 branded gifts and uniforms, which were managed and distributed at the various program hotels. When asked to rate their McDonald's FIFA World Cup hospitality experience, 99.6% of the guests said they were highly satisfied.