McDonald's (MCD) is ending its long running FIFA World Cup sponsorship after more than three decades. The company is redirecting marketing spend toward smaller partnerships and year round fan engagement, which could matter for how you think about the stock. Despite a 6.1% 30 day share price return and a 3.4% gain over the past week, McDonald's is still down 17.3% on a year to date share price basis and has a 1 year total shareholder return decline of 17%. As a result, this World Cup exit lands while short term momentum is improving, but the longer run picture remains softer.
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