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Article: How fast food and footie make an excellent match: understanding the relationship between brands and sport could improve sponsorship effectiveness. Ruth Mortimer assesses McDonald's latest sponsorship deal with the 2004 Olympic games in Athens. (News Analysis).
- Article from:
- Brand Strategy
- Article date:
- April 1, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Sports sponsorship is a funny old game. But fast food retailer McDonald's is counting on using it to win over sports fans when it sponsors the Athens 2004 Olympics. The company needs the adrenaline injection as it recently announced its first-ever quarterly loss of 212m [pounds sterling]. But will the restaurant chain be able to use the sporting event to get global consumers to re-evaluate its offering, or will it be a colossal waste of the alleged $50m (31m [pounds sterling]) sponsorship investment?
The past year has been tough for McDonald's. The company has been forced to close around 175 restaurants around the world. It has been plagued by obesity lawsuits in ...
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