McDonald’s has renewed its sponsorship with the Olympics through 2012.
As the official restaurant of the Olympic Games, McDonald’s will serve its food to athletes, coaches and spectators. This eight-year renewal continues McDonald’s exclusive marketing rights in the restaurant and food service category for the 2006 Olympics in Torino, Italy; the 2008 Olympics in Beijing, China; the 2010 Olympics in Vancouver, Canada; and the 2012 Olympics.
Financial terms were not disclosed.
McDonald’s also has exclusive rights to the Olympic rings in global marketing and exclusive sponsorship opportunities with the 201 national Olympic teams around the world. The QSR will conduct Olympic-themed promotions and activities to support the Olympics in its markets around the world.
The company recently signed a sponsorship agreement with NBA superstar and Olympian Yao Ming and intends to promote active and balanced lifestyles by partnering with other Olympic athletes in the future.
“McDonald’s will support activities leading up to each Olympic Games and also after the Games through education and a variety of activities,” said CEO Jim Cantalupo during a conference call for the media. “The grassroots effort will involve McDonald’s customers in the Olympic movement on an ongoing basis—this is not just a two-week event for us.”
The Olympic sponsorship renewal was announced in Beijing, China, as McDonald’s had begun a push into the market, in an attempt to catch up with rival KFC, a subsidiary of YUM Brands, Inc. McDonald’s plans to open about 420 more restaurants across China, totaling about 1,000 outlets, by the 2008 Olympic Games.
YUM Brands currently operates 1,000 QSR outlets across China, almost twice as many as McDonald’s.