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McDonald's a Bad Sponsor?


By Rick Horrow and Karla Swatek

July 27, 2012

One of the Olympics’ biggest sponsors since 1997, McDonald’s may want to reconsider its affiliation with the IOC. According to a new survey by Interbrand, a quarter of consumers believe the fast food chain is a “poor fit” with the Games because of its high-calorie food and drink options. The survey also found that 32% of consumers said the fast-food brand’s involvement conflicts with what the Olympics stands for, and 39% believed its products and services are not relevant to the Games.

IOC President Jacques Rogge didn’t help McDonald’s cause when he said renewing the company’s sponsorship “was not an easy decision” and that obesity concerns left a “question mark” over the deal. He has since retracted those comments.

Regardless, the sponsorship has been extremely successful for McDonald’s. While fast food and athletics don’t exactly mix, McDonald’s is the second-most spontaneously recalled Olympic sponsor behind only Coca-Cola. It’s no wonder, then, that to drive sales during the Games, McDonald’s is opening its largest store in the world on the footsteps of the Olympic Stadium.




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