Magazine article Marketing

Survey: McDonald's 'Poor Fit' with Games

Magazine article Marketing

Survey: McDonald's 'Poor Fit' with Games

Article excerpt

One in four consumers says fast-food chain is an unsuitable Olympics sponsor.

A quarter of consumers believe that Olympic sponsor McDonald's is a poor fit with the Games, raising questions about the long-term sustainability of sports sponsorship by high-calorie food and drink brands.

Exclusive research commissioned by Interbrand for Marketing has revealed that McDonald's prompts the greatest division of opinion, followed by Coca-Cola.

A quarter of consumers either strongly or completely disagreed that McDonald's is a 'good fit' as an Olympic sponsor. Meanwhile, 10% of respondents strongly or completely disagreed that Coca-Cola is suitable.

Meanwhile, 32% of consumers said that the fast-food brand's involvement conflicts with what the Olympics stands for, and 39% believed that its products and services are not relevant to the Games.

A spokeswoman for McDonald's defended its sponsorship: 'Our long-term commitment to the Olympic Games has provided us with the opportunity to develop exciting programmes for our customers and for our people.'

She added: 'Sponsorship is essential to the Olympics, and as a London 2012 sponsor, we are using our catering and customer-service expertise to provide high-quality British food, and help train the 70,000 volunteers that will be needed to make the Games a success. …

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