|An Abrupt End
After over 40 years of sponsorship, McDonald’s has ended its Olympic sponsorship three years early. With falling TV ratings and rising Olympics sponsorship costs spurring the decision, McDonald’s said that they had made the decision in cooperation of the IOC.
Initially around $100 million for a four-year period that includes a summer and winter games, Reuters reported that the IOC had wanted to roughly double fees to $200 million. Add this to the fact that the drop in TV ratings – due to viewers turning to social media to keep up with the Olympics – means sponsors aren’t getting the exposure they used to on TV.
Another contributing factor cited by McDonald’s was to “focus on different priorities”. With stronger competition, McDonald’s has had to refocus its resources on improving food quality, restaurant service and online ordering in an attempt to attract lost customers and new ones.
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