McDonald’s has been a TOP (The Olympic Partner) Olympic sponsor of every Olympic and Olympic Winter Games going back to 1976, and further extended its sponsorship in 2012 by another eight years. The brand also sponsors other major international sporting events such as the FIFA World Cup.
The Baku 2015 European Games deal will see co-branding within McDonald’s restaurants as well as bespoke marketing campaigns delivering messages about the inaugural European Games throughout Baku and the whole of Azerbaijan.
In addition, McDonald’s will promote the European Games across Azerbaijan through in-store messaging, Games-related competitions, and a specially designed Baku 2015 European Games variety menu.
“The McDonald’s brand is synonymous with major international sporting events around the world and I am delighted that we have signed them as an official supporter of the first ever European Games,” said Simon Clegg, chief operating officer at Baku 2015.
“This agreement will further increase Baku 2015’s visibility across Azerbaijan and I am sure it will generate greater interest in what will be an historic and memorable celebration of sport in Baku next summer,” said Clegg.
The in-store marketing campaigns in all of the McDonald’s restaurants in Azerbaijan will be seen by approximately 750,000 customers per month.
“It is a real honour for McDonald’s to be supporting such an important event for Azerbaijan,” said Maqsud Mirzayev, managing director of McDonald’s Azerbaijan. “We will ensure that we put all our efforts and experience into producing imaginative marketing strategies which will make the Games even more unforgettable and popular among customers visiting our stores.”
“Given the strong reputation which McDonald’s has, it is fantastic to be able to rely on their support, which adds further credibility to our Baku 2015 brand,” added Charlie Wijeratna, commercial director at Baku 2015.
The Olympic Games are proven to be one of the most effective global marketing platforms in the world, reaching billions of people in over 200 countries and territories across the world. Revenue generated by commercial partnerships accounts for over 40% of Olympic revenues. The IOC created TOP Worldwide sponsorship programme for the Seoul 1988 Games, basing it on product category exclusivity model first implemented at Los Angeles 1984.
