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Partnership with Panini repositions the World Cup album outside traditional newsstands and brings collectors closer to restaurants
A new promotional campaign linked to the 2026 World Cup has started to attract attention among football fans and collectors. McDonald’s announced a partnership with Panini, the official publisher of the tournament’s album, to distribute millions of sticker packs in Latin America and the Caribbean. The initiative places the official album at a new point of contact with the public, especially in a scenario where newsstands are increasingly less present in consumers’ routines. This movement shows how the search for World Cup stickers has come to occupy other spaces, now linked to consumption in restaurants and digital programs.
Sticker Combo changes the way to buy sticker packs
The campaign does not function as a free distribution of stickers, and therefore, the sticker packs appear within the so-called Sticker Combo. The customer receives a McMenu with Large Fries, Brazil Fries, or Cheddar and Bacon Fries, in addition to a pack with four official stickers, one special-bordered sticker, and a QR code. This code unlocks digital experiences and special benefits, connecting the promotion to the brand’s online environment. The proposal transforms the purchase of the combo into an experience linked to football, collecting, and the anticipation for the 2026 World Cup.
My Méqui also joins the promotion
According to Banda B, customers registered in the Meu Méqui loyalty program will be able to exchange accumulated points for sticker packs during the promotion. The strategy strengthens the use of the chain’s app and expands the participation of consumers who already follow McDonald’s digital benefits. With this, the World Cup album also gains presence within the loyalty program, creating an alternative for those who wish to advance their collection through accumulated points.
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Partnership seeks fun and family unity
According to David Grinberg, Vice President of Communications at Arcos Dourados, the partnership with Panini aims to add fun and unity to the quality experience offered by the chain. The campaign tries to bring the World Cup atmosphere closer to moments of togetherness among families, friends, and football fans. The format also reinforces the emotional role of the album, which traditionally mobilizes children, adults, and collectors before the tournament. This combination of fast-food, stickers, and digital experiences shows how well-known brands adapt classic products to new consumption habits.
2026 World Cup Album to be Record Size
The 2026 World Cup album will feature 980 stickers and 68 special cards, representing the 48 participating teams, the largest number in the history of the tournament organized by FIFA. The paperback version will be sold for R$ 24.90, while the hardcover editions will cost R$ 74.90 or R$ 79.90, in gold or silver versions. Each sticker pack will be sold for R$ 7. These values place the collection in different price ranges, maintaining options for those who just want to complete the album or acquire special versions.
Stickers gain new space outside newsstands
Until a few years ago, many fans looked for the World Cup album directly at newsstands. Today, with these points becoming less and less present, the circulation of sticker packs is taking new paths. The partnership between McDonald’s and Panini shows how the official World Cup album can reach the public through restaurants, apps, and loyalty programs.
