McDonald’s as a sponsor of Olympic

Games

Sponsorship commercial

http://www.youtube.com/watch?feature=player_embedded&v=hRwngzPJNjk

What is sponsorship?

Olympic sponsorship is an agreement between an Olympic organization and a corporation, whereby the corporation is granted the rights to specific Olympic intellectual property and Olympic marketing opportunities in

exchange for financial support and goods and services contributions. Olympic sponsorship programmes operate on the principle of product-category exclusivity. (www.olympic.org)

History of sponsorship relation between McDonald’s and Olympic

Games

1968- airlifted hamburgers to U.S. athletes

competing in Grenoble, France, after they reported

being homesick for American hamburgers.

1976 - McDonald’s became an Official Sponsor of the Olympic Games

1996 -became an Olympic Games Partner of the Atlanta Games and was invited to operate the first-ever branded restaurant in the Olympic Village

2005 -with the support of the International Olympic Committee, launched a worldwide balanced, active lifestyle public awareness campaign – “it’s what I eat and what I do… I’m lovin’ it”

What they do?

The McDonald’s Champion Crew Program

Builds the biggest restaurants in Olympic Park

Supports the Olympic Committee

Built a stadiumSupports the projects

like Olympic Youth Camp

According to statistics, McDonald’s has spent $100 mln on sponsorship in 2012

McDonald’s Olympics Commercial

http://www.youtube.com/watch?v=DdDBi067Y_Y

What do they get?

1

•Exclusive right to serve the food

2• Brand recognition

3•High revenues

4•Good associations with brand

CRISIS IN SENDING THE WRONG MESSAGE

Olympics chiefs have questioned whether it is right for McDonald's to continue sponsoring the games because of concerns about worldwide obesity levels and eating habits.

Media are full of articles against McDonald’s sponsoring Olympic Games

Though McDonald’s has extended its global sponsorship agreement until 2020.

Thank you for your attention