McDonald's 'Divine Bald', Barthez launches the Mega Mac XXL

On July 12, 1998, France defeated Brazil in the World Cup final, propelling several Bleus to the status of advertising icons. Among them, goalkeeper Fabien Barthez became the face of McDonald’s for the new Mega Mac XXL.

The launch of the Mega Mac

McDonald’s approached the goalkeeper of the Bleus to introduce the Mega Mac, a Big Mac XXL equipped with four patties instead of two, aimed at the champions’ “big appetites”. The multinational dubbed him the “Divine Bald”. The contract began in September 1998.

Barthez’s shaved skull became a symbol thanks to the superstitious ritual adopted during the home World Cup with Laurent Blanc. Before each match, the centre‑back would kiss the goalkeeper’s skull, reinforcing the image of the “Divine Bald”.

In the commercial, a hand removes the sesame seeds from the Mega Mac bun one by one until the burger becomes “bald”. Fabien Barthez then appears and kisses the sandwich, reproducing Laurent Blanc’s kiss on his skull exactly.

The partnership, initially limited to the September 1998 operation, was extended thanks to a resounding success. McDonald’s continued the collaboration, making Barthez a recurring figure in its advertising campaigns.

In 2012, during the Euro, Fabien Barthez took on the role of community manager on the McDonald’s France Facebook page, strengthening the link between the brand and the supporters of the Bleus.

This alliance illustrates how the World Cup victory turned players into commercial icons, permanently embedding the “Divine Bald” in French popular culture.