(May, 2026) — McDonald’s, official regional sponsor of Formula 1 in Latin America, is scaling its platform “The Golden Zone” across multiple markets and races, inspired by a surprising discovery.
After analyzing all 24 circuits, the brand uncovered a revealing insight: while it had never been part of Formula 1, its iconic Golden Arches had always been present on every track — hidden in plain sight.
From this discovery, The Golden Zone was born — turning Formula 1 into a multi-platform experience.
During race periods, fans can access a series of exclusive offers in the McDonald’s app, created for the campaign — each one inspired by the unique shape of every circuit.
As the race unfolds, these offers appear around the moments fans follow most closely, turning each lap into an opportunity to anticipate and engage with the experience.
Santiago Blanco, Chief Marketing and Digital Officer at Arcos Dorados, said:
“It’s all about fan engagement: Formula 1 fans today know that true excitement during a race comes from following the action turn after turn. These moments are where drivers win or lose.
That insight unlocked a marketing idea that connects our two worlds: the thrill of the sport and the family experiences that McDonald’s turns into delicious moments.”
Built for a generation that experiences Formula 1 across multiple touchpoints, The Golden Zone expands into a broader multi-platform ecosystem — including branded merchandise, personalized content, and app-based experiences — all inspired by the Golden Arches found in each circuit.
John Raúl Forero, President of TBWA Colombia, added:
“This campaign demonstrates the power of iconic storytelling in advertising, supported by a solid visual system and the opportunity to activate across multiple McDonald’s markets throughout the F1 season—connecting fans directly with a seamless digital experience and meaningful
ecommerce moments.”
As the Formula 1 season continues, McDonald’s will keep expanding The Golden Zone, turning every race into something fans don’t just watch — they become part of it.
