Posted in Olympics
McDonald’s at the 2012 Olympic Summer Games
The countdown begins to the 2012 Summer Olympic Games in London, England – 59 days until the Opening Ceremonies! The excitement across the world is intensifying as 205 nations prepare their athletes for the most important moments of their lives. This international gathering will showcase over 300 events, 36 official sports, and 23,000 athletes starting July 27th until August 12th.
But what will also be on display for the live audience and the at home TV watchers are the highlighted brands that sponsor the Olympic games. “The Olympic Games are one of the most effective international marketing platforms in the world, reaching billions of people in over 200 countries and territories throughout the world,” quoted from the official website of the Olympic Movement. The partnerships are a win-win; the company’s brand is associated with the universal event and revenue generated by commercial sponsorships account for 40% of the Olympic revenues, allowing for extended resources on both ends.
McDonald’s is a worldwide sponsor for the Olympics – named the official restaurant of the Games. Marketing tactics within Canada include showcasing a selection of elite athletes on the Canadian Olympic team through advertising and their website.
In London, McDonald’s has a different approach to the event itself. The corporation has announced that it plans to encourage nutrition and athletic activity for children. 200 youngsters from around the world will be selected as “champions” and brought to the royal city for the Olympics. “For the first time, they will tour and play with athletes at the actual Olympic venues,” says Kevin Newell, global chief brand officer.
McDonald’s isn’t stopping there: they are opening four new Olympic-venue facilities, including its largest freestanding restaurant IN THE WORLD! The two-story cathedral-like restaurant will seat up to 1,500 customers located at London’s Olympic Park.
“Sponsors provide a huge amount of the funding required to stage the games,” said a spokesman for the organizing committee in a statement. “Without our partners such as McDonald’s, the games simply wouldn’t happen.”
Looks like Olympic fans and UK guests will still see the Golden Arches around the village, as the McDonald’s brand will stay to support the London 2012 Summer Games.
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