Quantcast

McDonald's and the Olympics are parting way - KBZK.com | Continuous News | Bozeman, Montana

McDonald's and the Olympics are parting way

Posted: Updated:

McDonald's will no longer be a sponsor of the Olympics.

The fast food chain is ending its decades-long affiliation with the Games, cutting short a deal that was supposed to run at least through 2020.

McDonald's has worked with the Olympics since 1968, when it delivered hamburgers to athletes competing in the Winter Games in Grenoble, France.

It became an official sponsor of the U.S. Olympic Committee in 1976 and has been linked to the Games ever since -- stamping the Olympic rings on its soda cups and running familiar commercials promoting Team USA.

In 1984, McDonald's ran a promotion called "When the U.S. Wins, You Win": Any time an American athlete won a medal, Americans won food. The deal was so popular -- and American athletes so successful -- that some locations reportedly ran out of Big Macs.

The International Olympic Committee said the decision to part ways was mutual.

The split takes effect immediately with one exception: McDonald's will still sponsor the 2018 Winter Olympics in PyeongChang, South Korea.

McDonald's will operate restaurants in the Olympic Park and the Olympic Village, and can advertise in South Korea as an Olympic sponsor.

But McDonald's Olympic-themed advertising in the United States will end immediately.

Michael Payne, a former IOC marketing director, told CNNMoney he views this split as logical.

"McDonald's has been a partner for a very long time, which is expensive," he said. "It also got to the point where McDonald's was difficult to manage.

McDonald's viewed itself as owning the food category.

This isn't just a case of the sponsor saying, 'We've decided to move on.'"

Payne did note that ending the contract early is odd -- especially in McDonald's case because it has been such an important sponsor for so long.

At the most recent Olympics, last summer in Rio de Janeiro, McDonald's sent 100 children to Brazil to participate in the opening ceremony.

Still, the company has undergone recent changes. A new CEO took office in 2015 and has focused on new features for customers like online ordering and delivery.

Several other big name-companies have stepped away from the Olympics.

Budweiser and TD Ameritrade pulled out of their Olympic sponsorships this year, although their deals were only with the United States Olympic Committee (USOC), not the International Olympic Committee.

AT&T, Citi and Hilton have also opted to not partner with the USOC.

While changing sponsorships may be normal, the splits come after disappointing viewership of the 2016 Olympic Games in Rio.

NBC, which has the broadcast rights through 2032, reported a ratings dip last summer when it averaged 25.8 million viewers. The 2012 London Olympics drew an average of 31.1 million viewers.

WEATHER
  • Most Popular StoriesMost Popular StoriesMore>>

  • Crews knock down wildfire near Livingston

    Crews knock down wildfire near Livingston

    Saturday, April 21 2018 9:25 PM EDT2018-04-22 01:25:51 GMT

    LIVINGSTON - Crews are mopping up a wildfire in the Antelope Butte area near Livingston. According to a social media post by the Park County Sheriff’s Office, firefighters assisted by helicopter bucket work knocked the fire down at approximately 6:35 p.m. Emergency responders, ground crews and air support from Helena all responded to the fire. Winds made the work difficult. Homeowners had been warned of the fire, but no structures are reported damaged. No injuries have been r...

    LIVINGSTON - Crews are mopping up a wildfire in the Antelope Butte area near Livingston. According to a social media post by the Park County Sheriff’s Office, firefighters assisted by helicopter bucket work knocked the fire down at approximately 6:35 p.m. Emergency responders, ground crews and air support from Helena all responded to the fire. Winds made the work difficult. Homeowners had been warned of the fire, but no structures are reported damaged. No injuries have been r...

  • Search continues for missing woman

    Search continues for missing woman

    Friday, April 20 2018 12:28 PM EDT2018-04-20 16:28:14 GMT

    The search for a missing woman in the Bozeman area continues. The Gallatin County Sheriff’s Office is still attempting to locate Danielle Diamond. Danielle was last seen on Nov. 27, 2017, at the Bozeman Public Library. 

    The search for a missing woman in the Bozeman area continues. The Gallatin County Sheriff’s Office is still attempting to locate Danielle Diamond. Danielle was last seen on Nov. 27, 2017, at the Bozeman Public Library. 

  • U.S. Senate candidate’s hunting-license citation morphs into full-blown criminal case

    U.S. Senate candidate’s hunting-license citation morphs into full-blown criminal case

    Friday, April 20 2018 8:06 PM EDT2018-04-21 00:06:58 GMT
    U.S. Senate candidate Troy DowningU.S. Senate candidate Troy Downing

    Republican U.S. Senate candidate Troy Downing says he didn’t falsely portray himself as a resident when buying in-state hunting licenses for the past half-dozen years – and can’t believe the issue has become a full-scale criminal case in a Bozeman court. 

    Republican U.S. Senate candidate Troy Downing says he didn’t falsely portray himself as a resident when buying in-state hunting licenses for the past half-dozen years – and can’t believe the issue has become a full-scale criminal case in a Bozeman court. 

Powered by Frankly

© KBZK.com 2018, KBZK.com
A CORDILLERA COMMUNICATIONS Station
All rights reserved
Privacy Policy, | Terms of Service, and Ad Choices

Can't find something?