McDonald’s announced June 6 its worldwide sponsorship of the Olympic Games for the 2001-2004 quadrennium. The agreement extends McDonald’s exclusive global Olympic marketing rights in the restaurant and foodservice category through the 2002 Olympic Winter Games in Salt Lake City, USA and the 2004 Olympic Games in Athens, Greece.
McDonald’s participation in The Olympic Partner Programme (TOP) includes the right to use the Olympic Rings in McDonald’s marketing efforts, sponsorship of all of the 199 national Olympic Teams around the world and status as the Official Restaurant Partner of the XVIIII Olympic Winter Games and the XXVIII Olympiad. McDonald’s will help feed the world’s athletes and Olympic spectators in Salt Lake City and Athens, as it did in Atlanta in 1996 and Nagano in 1998, and is preparing to do in Sydney this September. Financial terms of the deal were not disclosed.
“The McDonald’s brand exemplifies ‘best-in-class.’ It’s an experience that people have in common around the world. We’re very pleased that McDonald’s commitment to Olympic athletes worldwide will not only continue, but grow in strength as one of our leading supporters through 2004,” said Richard W. Pound, International Olympic Committee (IOC) First Vice President and Chairman of the IOC Marketing Commission.
McDonald’s to Showcase Global Initiatives at Sydney Games
McDonald’s commitment as a TOP sponsor began at the 1998 Olympic Winter Games in Nagano, Japan and continues with the Sydney Games in September of this year. The company is planning several global initiatives in conjunction with the Sydney Games to involve its restaurants and customers worldwide.
McDonald’s Olympic Achievers
McDonald’s is highlighting its global Olympic sponsorship with a new program called McDonald’s Olympic Achievers. Through this initiative McDonald’s restaurants in 96 countries are working with their National Olympic Committees (NOCs) to select more than 400 outstanding young men and women, ages 16 to 18, who will participate in the Sydney 2000 Olympic Youth Camp held concurrently with the Olympic Games.
“They have been chosen for their exceptional records in school, sports and community service and will enjoy a once-in-a-lifetime opportunity to attend Olympic events, cultural exchange and sightseeing throughout Australia. McDonald’s sponsorship of the selection process is the first global commitment made by a sponsor to the Olympic Youth Camp since its inception in 1912,” said Alastair Cameron, Manager of the Sydney 2000 Olympic Youth Camp. “Their interest has spurred our highest-ever participation rate by Olympic countries and will greatly contribute to the success of this Camp.”
Olympic Food Service
McDonald’s will operate seven restaurants at Olympic venues in Sydney including two serving athletes in the Olympic Village, two serving the print and broadcast media, and three that will cater to the public in Sydney Olympic Park. Between all seven, McDonald’s expects to serve 1.4 million burgers from July 31 through October 4, 2000. Athletes and officials in the two Village restaurants alone will account for an average of 13,000 sandwiches served each day.
In addition, McDonald’s will provide food service during the Paralympic Games from October 11-29. Enhanced International Crew Program Eleven hundred McDonald’s crew and managers will staff McDonald’s Olympic venue restaurants—including 73 from 19 countries outside Australia. Each was selected by their country in recognition of outstanding job performance.
Promotional Eventsin Restaurants Worldwide
McDonald’s customers everywhere are celebrating the 2000 Olympic Games through a variety of special promotions and activities at participating restaurants around the world. In addition to use of the Olympic Rings and special graphics on packaging and decor, restaurant tie-ins include special Olympic commercials; activities with athletes, Olympic teams and training camps; and Olympic-themed food promotions.