McDonald's unveils Olympic strategy

21 July 2011

LONDON: McDonald's has revealed that its sponsorship of the 2012 Olympic Games will be focused on promoting active lifestyles for children.

The global fast food chain's plans for the two-week event also include the appointment of a celebrity ambassador and the opening of the largest restaurant in its history.

McDonald's will employ US swimming champion Dana Torres to promote its Champions of Play initiative in the run-up to the Games, which take place in London in the summer of 2012.

As part of the sponsorship strategy, McDonald's will  open a total of four new restaurants for the Games, including one in the athletes' village.

The "supersize" restaurant is anticipated to serve 50,000 Big Macs during the two-week event. The Olympic restaurants will also sell Happy Meals - the first Games in which this has occurred.

Champions of Play, aimed at promoting active lifestyles among global youth, will build engagement via a microsite and special Happy Meal packaging.

The initiative will also offer 200 participants from around the world the chance to attend the Games.

McDonald's, which has been a sponsor of the Olympic Games since 1976, launched similar childrens' programmes for the Beijing summer Olympics of 2008 and the Vancouver winter Olympics of 2010.

Data sourced from McDonald's/Marketing Week/Evening Standard; additional content by Warc staff