McDonald’s Ends Olympics Partnership

McDonald’s has ended its 41-year sponsorship with the International Olympic Committee (IOC), pulling out of its contract three years early.

McDonald’s worldwide partnership will end with immediate effect; however, McDonald’s will continue to be a sponsor of the Olympic Winter Games PyeongChang 2018 with domestic marketing rights in the Republic of Korea only. The company will deliver its games-time operations, including restaurants in the Olympic Park and the Olympic Village.

Timo Lumme, managing director of IOC television and marketing services, said: “The IOC’s sponsorship strategy is aimed at delivering long-term partnerships that help the Olympic Movement achieve the objectives set out in Olympic Agenda 2020, our strategic roadmap for the future. This strategy is exemplified by the recent announcement of long-term, ground-breaking agreements with new and existing global partners. In today’s rapidly evolving business landscape, we understand that McDonald’s is looking to focus on different business priorities. For these reasons, we have mutually agreed with McDonald’s to part ways. I would like to thank our friends at McDonald’s on behalf of the IOC for the commitment the company has shown to the Olympic Movement over many decades.”

McDonald’s global chief marketing officer Silvia Lagnado said: “As part of our global growth plan, we are reconsidering all aspects of our business and have made this decision in cooperation with the IOC to focus on different priorities. We have been proud to support the Olympic Movement, and we thank our customers and staff, the spectators, athletes and officials, as well as the IOC and local Olympics Games organizing committees, for all of their support over the years.”

The IOC has no immediate plans to appoint a direct replacement in the retail food operations sponsorship category, and will review the category in the broader context of existing Olympic marketing programmes.

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