olympics

McDonald’s has ended its 41-year sponsorship deal with the International Olympic Committee (IOC) three years early as part of a review of its marketing spend and a “new global growth plan”.

McDonald’s and the IOC claim the decision was mutual, but it would seem a shift in priorities at McDonald’s precipitated the change. McDonald’s global chief marketing officer Silvia Lagnado says while the company has been “proud to support the Olympic movement”, it was time for a rethink of its marketing…