McDonald's Out, Intel In New TOP Olympic Lineup -- Sponsor Spotlight

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(ATR) A decades-long Olympic TOP sponsorship is abruptly ending with the International Olympic Committee and McDonald’s each saying "it’s mutual".

The news that McDonald’s was ending its 41-year relationship with the IOC was shortly followed by reports that Intel would be joining the TOP sponsor program next week.

Olympic marketing expert Rob Prazmark tells Around the Rings he had heard rumors of the impending changes for a while now.

"I kinda picked that up about a year ago, just kind of unhappiness on both sides," Prazmark says. "Certain strategies eventually run out of steam. New leadership comes in and makes different changes.

Michael Payne, former marketing director for the IOC tells ATR the needs of the sponsorship for McDonald's and the IOC have changed/

"The restaurant category has gotten more complicated with McDonald’s. At first it was hamburgers but through the years other products have been added. It’s made things very difficult for national Olympic committees and their national sponsors as well as for organizing committees," Payne says.

While the McDonald’s and the IOC’s separation is immediate, the fast food giant will continue to serve its world famous burgers and fries at the PyeongChang 2018 Games in South Korea, making it 10 consecutive Games that athletes and fans alike have enjoyed McDonald’s hamburgers at the Olympic Village and Olympic Park.

McDonald's was also the sponsor of Around the Rings' Newsmaker Breakfasts during the Beijing 2008 Olympics.

McDonald’s chains in South Korea will maintain domestic marketing rights up and through the 2018 Games, including the use of the iconic Olympic Rings found on McDonald’s cups and packaging.

The decision ends the contract extension signed by both parties in 2012 three years early. The eight-year deal worth $100 million was intended to extend through the Tokyo 2020 Olympics. Hints that McDonald's was on the way out became clear at the Rio 2016 Games, the first not to include a McDonald's in the Main Press Center cafeteria.

As one of the founding members of The Olympic Partner (TOP) program in 1985, the break up demonstrates a shift in the marketing priorities of both companies.

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Paris 2024 Lands Another Sponsor

Global energy giant ENGIE is the 20th company and 16th official partner to join the Paris 2024 campaign.

ENGIE, which is a major player in clean energy, has already been working with Paris 2024 on the energy and environmental aspects of the French capital’s technical file.

In addition, the company has made available part of one of its sites in Paris for the construction of the planned Aquatics Centre, the only sporting venue that needs to be built should Paris win the bid for the 2024 Games.

"This partnership confirms that our project remains a very attractive prospect. It responds to issues that go beyond sport and showcases what France has to offer," said Paris 2024 co-chair Tony Estanguet in a statement.

"The arrival of a world leading company and innovator in clean energy to our side further strengthens our ambition for the most sustainable Games in the history of the Olympic Movement."

"Together with Paris 2024, we are proud to support an Olympic Games project that respects the objectives of the Paris Accord," added Isabelle Kocher, the CEO of ENGIE.

Written by Kevin Nutley and Gerard Farek

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