Sponsor Spotlight -- Opposition to McDonald's 2012 Plans; Coke Earnings; 2016 Sponsor Announcement Soon

Opposition McDonald’s at London 2012

British Olympian Amir Khan says opening the world’s largest McDonald’s in Olympic Park sends the wrong message the children.

The Telegraph reports that Khan criticized the construction of the 3,000-square-meter, two-story building with 1,500 seats.

"It is clearly sending the wrong signal to kids and young people. If we want them to be healthy and educate them to eat healthily, we need to think about approaching them in a different way, especially around sport," said Khan, who won a silver medal at the 2004 Athens Olympics.

"The Olympics are a great opportunity to show young people what types of food they need in different aspects of their lives. I think this is a mistake," he added.

McDonald’s plans to serve 1.75 million meals during the Games. It will have four Olympic venues.

The company says it will be serving its widest variety of foods at the Games with many healthier choices than a Big Mac and fries.

During a media webcast, McDonald’s pitched its healthier foods like snack wraps and fruit smoothies. Olympian Dara Torres supported the company, saying McDonald’s is actually working to educate children about staying active and eating well.

Despite this pitch, health groups also said the McDonald’s sponsorship undermines London 2012’s pledge to create the healthiest Games ever.

Reuters reports that the previous Labour government said it would use the Olympics to promote an active lifestyle for people in the U.K.

With the growing problem of obesity around the world, the British Medical Association is upset that McDonald’s is a major sponsor.

"Given many countries in the developed world, and some in the developing world, are facing a major problem with obesity, it is unfortunate that McDonalds are major sponsors at the 2012 London Olympics," said the BMA in a statement.

Grahame Morris, who is part of parliament's health committee, supported the BMA’s criticism.

"Given the huge public health issues of childhood obesity, it is legitimate to question whether having the world's biggest McDonald's at the Olympic Park is sending an appropriate message to our young people."

According to Reuters, McDonald’s responded in a statement: "There is no doubt that McDonald's food can fit into a balanced, active lifestyle and we offer a range of choices on our menu, as well as nutritional information on our trayliners, website and on packaging, to help our customers make an informed choice."

Coke Earnings Up

Coca-Cola’s profits are up 18 percent for the second quarter of 2011, boosting its shares by more than 3 percent.

The beverage company reported on Tuesday that it made $2.8 billion for the three month period. It also posted 6 percent growth worldwide.

Its growth in sparkling beverages is largely due to emerging markets like China and Russia where volume growth was up by 24 percent and 17 percent, respectively.

Still beverage volume in the quarter grew 10% internationally and 1% in North America.

"Even as consumers around the world continue to feel the impact of a slow economic recovery, they increasingly choose our brands to refresh themselves at a rate of over 1.7 billion servings each and every day," said Chairman and CEO Muhtar Kent in a statement.

"Our strong revenue and profit results, combined with our worldwide share gains and positive price/mix, attest to the strength of our global system," he added.

Olympikus Sponsorship Talks

Claudio Risco, sports marketing manager for Olympikus, tells ATR the company is in talks to become the next sponsor of the 2016 Olympics.

Olympikus also sponsors the Brazilian Olympic Committee and just began talks with Rio 2016 to become an Olympic sponsor. Risco says an announcement will come in the next 60 to 90 days in the sportswear category.

The Rio de Janiero Marathon kicks off what the sportswear brand views as a decade of sport for Brazil.

Olympikus, one of the marathon’s top sponsors, sees the five years after the Games as a way to transform the brand, and continue to change Brazil’s sporting culture.

"This is the start, the main point to transform brand into a strong running brand" he said at the marathon finish line.

"For Brazil, for Brazilians, [the Olympics] will change the whole sports of Brazil. It is wonderful for us. It is a chance for us to change the visibility, the level of the Olympikus brand."

Olympikus is the number one sportswear brand in Brazil and sponsorships such as with the marathon are part of the company strategy to increase awareness in Brazil.

A large-scale advertising campaign was launched specifically for the marathon, which has already led to greater sales and increased visibility, Risco claims.

"This year was unbelievable year for us. Many people were wearing the clothes and the sneakers, the sales are very good."

Asked if the Games would catapult Olympikus into the world marketplace, Risco said "In due time, I think it is possible."

Australian Team Gains Sponsor

The supermarket Coles is now an official sponsor of the 2012 Australian Olympic Team.

"With one year to go our athletes vying for selection in London are very focused on hard work and we welcome our involvement with such a strong brand as Coles" said AOC President John Coates.

The grocery store also plans to provide customers with Olympic-themed products, recipes and promotions.

Coles is also sponsoring the Australian team for the 2012 Winter Youth Olympics in Innsbruck.

Written by Ann Cantrell.