Sponsor Insights

QSR Burger Brands Sponsorships

Not surprisingly, Quick Serve Restaurant (QSR) Burger brands are big players within US sports when it comes to sponsorship deals. In college athletics, 31% of the 153 brands have at least one partnership, while McDonald’s, Wendy’s and Whataburger lead the pack with 55, 40 and 34 deals respectively. 

The 5 major professional sports leagues are also prime targets for the category; 22% of brands have at least one deal with a team. Wendy’s (84), McDonald’s (63), Sonic (52), and Jack-in-the-Box (46) have the most partnerships with major pro teams. 

Properties with the most QSR Burger deals 

  • San Diego Padres: 15 (6 brands: McDonald’s, Wendy’s, Sonic, Jack in the Box, Smashburger, Hodad’s)
  • Los Angeles Dodgers: 13 (6 brands: McDonald’s, Jack in the Box, Wendy’s, In-n-Out Burger, Carl’s Jr., Shake Shack)
  • Houston Texans: 12 (4 brands: Jack in the Box, Whataburger, Freddy Frozen Custard & Steakburgers, Foreign Policy)
  • Arizona Diamondbacks: 11 (5 brands: Cold Beers & Cheeseburgers, Jack in the Box, Whataburger, Sonic, Wendy’s)
  • Nashville Predators: 11 (4 brands: Wendy’s, Hardee’s, Sonic, Jack in the Box)

Across all property types, McDonald’s tops the deal list by a huge margin:

Top 5 brands ranked by total deals (Sponsorship & Media)        

  • McDonald’s – 925
    • The chain has over 100 deals with local news networks & shows
  • Wendy’s – 553
  • Sonic – 210
  • Burger King – 170 
  • Whataburger – 145

QSR Burger brands favor Instagram and TikTok for their social sponsorships: a whopping 86% of the 14 million followers engaged by the category’s sponsored posts span the two channels. Total engagement was higher on Instagram (with over 8.5 million) versus TikTok (more than 5 million). 

Social

Overall Category Stats

  • Total engagement: 16,088,219
  • Avg engagement per post: 1,363
  • Avg engagement per deal: 14,441
  • Total Deals: 1,114
  • Posts: 10,504 (9 posts per deal) 
    • Bally Sports Southwest posted the most (898 times for Jack in the Box)
    • QSR Burger brands averaged 876 posts per month in last 12 months

As a category, QSR Burger makes great use of prominent musicians and influencers to engage millions of followers.

Top 5 deals by total engagement:

  1. McDonald’s: Kanye West – 1,649,229  (1 post)
  2. McDonald’s: Payton King – 1,501,758 (2 posts) 
  3. McDonald’s: Mariah Carey – 452,824 – 1,265,363 (13 posts)
  4. Checkers & Rally’s: Rick Ross (a franchisee) – 809,173 (5 posts)
  5. Burger King – Chase Hudson (Lil Huddy) – 646,162 – 3 posts

On TikTok–where 51 deals generated 86 posts, vs. Instagram’s 439 deals and 1,381 posts–QSR Burger brands’ average engagement per post (57,462) and per deal (107,889) eclipsed engagement on Instagram (5,949 and 19,771, respectively). 

Top 5 properties w/ QSR Burger-sponsored TikTok posts ranked by total engagement (minimum 2 posts):

  1. Payton King – McDonald’s: 1,501,758  (Influencer Payton King has the highest average engagement for QSR Burger-sponsored TikTok posts with 750,879 (14.23% of his followers)
  2. Mariah Carey – McDonald’s: 919,583
  3. Anthony & Ana – McDonald’s: 219,648
  4. Soy Nguyen – McDonald’s: 150,678
  5. Sofia Bella – McDonald’s: 90,598

As evidenced by the lists above, when it comes to QSR burger brands, McDonald’s dominates on numerous fronts. With total engagement topping more than 11M followers on social media, the chain garners a whopping 67% of all QSR Burger engagement. The megabrand also accounts for 35% of all QSR Burger posts–averaging 310 posts per month–and has 396 social deals that generated 3,727 posts over the last year.  

McDonald’s also averages engagement of 2,531 followers per post and 27,188 per property. The Calgary Flames posted the most for the brand in the past 12 months: the team’s 434 posts engaged 600,474 followers.  

On TikTok, McDonald’s also reigns supreme, with total engagement of 4,359,806 followers–a staggering 82% of all QSR Burger category engagement. Its 63 posts comprise 75% of the category’s sponsored posts on the channel, and average engagement numbers 64,115 per post and 136,244 per property, with 3.17% of the brand’s followers liking, sharing, or commenting on content. The rest of the top 5 QSR Burger brands have 10 properties and 14 posts combined on TikTok–meaning McDonald’s has 4.5 times more branded content on the channel than its competitors.  

Of the top 10 properties (ranked by total engagement) that partner with McDonald’s on TikTok, 8 are influencers; Mariah Carey and Celine Tran are the only non-influencers. The brand recently teamed up with TikTok viral sensation Tisakorean to drop “Static,” an end-of-summer anthem celebrating fans’ love of Sprite. 

On October 3rd, McDonald’s unveiled its first campaign with streetwear brand, Cactus Plant Flea Market, to launch a limited edition Happy Meal for adults: the Cactus Plant Flea Market Box. Predictably, the campaign is already getting heavy exposure on TikTok.

QSR in Esports

As the momentum of Esports continues to snowball, Quick Serve Restaurants (QSR) are increasingly taking a bite of the action. 

More than 30 QSR brands–each with nearly 3 sponsorship deals on average within Esports–currently buy sponsorship/media within Esports, while 22% have 5 or more. The top-five brands ranked by number of deals are: 

  • McDonald’s
  • KFC
  • Chipotle
  • Jack-in-the-Box
  • Subway 

McDonald’s also ranks No. 1 in sponsorship growth, with more than 10 new deals with Esports properties, mainly teams and leagues, over the last 12 months. In June, multinational Esports organization Gen.G and McDonald’s renewed their McDonald’s Crew League partnership, designed to recruit and retain employees through gaming. 

Other recent link-ups include Chipotle’s April collaboration with gaming influencer Karl Jacobs, to promote the launch of its new pollo asado chicken menu item with a limited-time “Karl Jacobs Burrito.”  Papa John’s partnered with Esports tournament operator Beyond the Summit (BTS) in May to launch a Super Smash Bros-centered community campaign.

QSR brands and Esports organizations utilize social media posts in more than 85% of deals. Out of the top-five emerging assets, Twitter reigns supreme: images, videos, and text posts on the channel take the first, fourth, and fifth spots, respectively. 

In total, there are currently 1,100-plus branded posts across more than 130 deals; the most-engaged post, at more than 600K followers, was between Jacobs and Chipotle. Engagement totals more than 3.5 million across all social posts, with the average engagement per deal just north of 28K. 

Frozen Treat Brand Lineup

What better season than summer for frozen treats? The industry is also feeling those warm-weather vibes: of the more than 60 brands overall buying sponsorship or media during the last year in the QSR – Ice Cream & Yogurt category, the top 3 brands ranked by sponsorship or media deals  are Dairy Queen (200+), Kona Ice (50+), and Tropical Smoothie Cafe (35+). 

Minor League Baseball is a huge target market for these three brands. Kona Ice leads with 46% of all its deals within MiLB, followed by Dairy Queen at 35%, and Tropical Smoothie Cafe at 11% within the league. 

Dairy Queen became the Official Treat & Burger of Major League Baseball this season. The perennial fan favorite has had projected signage in the lower bowl, as well as multiple tags by MLB social media profiles across platforms. When someone hits a Grand Slam during the season Dairy Queen will be tagged on social media by the MLB as they are the sponsor of all Grand Slams this year.

Baseball is big business for Dairy Queen: 62% of its deals are within the baseball industry, across the MLB and its athletes, the MiLB, collegiate baseball, and independent baseball leagues.

Meanwhile, Kona Ice has a vendor relationship within 49% of its overall deals. The brand’s penchant for targeting amateur sports is clear: 34% of Kona’s total deals are within the Power 5 Collegiate conferences or MiLB. The NFL, where Kona is a vendor for five teams, ranks second, with 9% of its total deals. While headquartered in Kentucky, the brand’s top market by number of deals is Indianapolis, where Kona’s vendor relationship with five properties includes the Indiana Pacers.

Rounding out the top 3, Tropical Smoothie Cafe takes aim at collegiate sports, with 32% of all deals within the category, and Division 1 bowl games/tournaments their prime prospects. Since 2019, Tropical Smoothie has been an exclusive title sponsor of the Frisco Bowl, a Division 1 college football game in Frisco, Texas, which was renamed the Tropical Smoothie Cafe Frisco Bowl.