McDonald’s as a sponsor of Olympic Games McDonald’s as a sponsor of Olympic Games

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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. (

History of sponsorship relation between McDonald’s and Olympic Games airlifted hamburgers to U.S. athletes competing in Grenoble, France, after they reported being homesick for American hamburgers McDonald’s became an Official Sponsor of the Olympic Games became an Olympic Games Partner of the Atlanta Games and was invited to operate the first- ever branded restaurant in the Olympic Village 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 stadium Supports the projects like Olympic Youth Camp According to statistics, McDonald’s has spent $100 mln on sponsorship in 2012

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What do they get? 1 Exclusive right to serve the food 2 Brand recognition 3 High revenues 4 Good associations with brand

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.

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