After decades of partnership, McDonald’s and the Olympics are cutting ties, despite having several years left on their deal, according to CNN.
The sudden break-up comes not because anyone noticed the irony of a greasy fast-food chain sponsoring elite athletes but because the relationship started to get testy.
Michael Payne, a former IOC marketing director, told CNNMoney he views this split as logical.
“McDonald’s has been a partner for a very long time, which is expensive,” he said. “It also got to the point where McDonald’s was difficult to manage. McDonald’s viewed itself as owning the food category. This isn’t just a case of the sponsor saying, ‘We’ve decided to move on.'”
Payne did note that ending the contract early is odd — especially in McDonald’s case because it has been such an important sponsor for so long.
Per CNN, the International Olympic Committee said the split was mutual.
McDonald’s has been involved with the Olympics since 1968 and has been an official sponsor of the U.S. Olympic team since 1976. The company will still sponsor the Winter Olympics in 2018 but will sever all other involement with the Games immediately.
The end of the McDonald’s-Olympics relationship is a big blow to anyone who enjoys Olympic logos on their soda cups, cheesy commercials and dissonant corporate partnerships. Maybe the IOC can find a food sponsor that represents a healthier choice for athletes, such as… literally any other chain.
[CNN]
