McDonald's a 'poor fit' for Olympics, claims survey

McDonald's: a quarter of respondents thought it was a "poor fit"
McDonald's: a quarter of respondents thought it was a "poor fit"

A quarter of consumers believe that Olympic sponsor McDonald's is a poor fit with the Games, raising questions about the long-term sustainability of sports sponsorship by high-calorie food and drink brands.

Exclusive research commissioned by Interbrand for Marketing has revealed that McDonald’s prompts the greatest division of opinion, followed by Coca-Cola.

A quarter of consumers either strongly or completely disagreed that McDonald’s is a ‘good fit’ as an Olympic sponsor. Meanwhile, 10% of respondents strongly or completely disagreed that Coca-Cola is suitable.

Meanwhile, 32% of consumers said that the fast-food brand’s involvement conflicts with what the Olympics stands for, and 39% believed that its products and services are not relevant to the Games.

A spokeswoman for McDonald’s defended its sponsorship: ‘Our long-term commitment to the Olympic Games has provided us with the opportunity to develop exciting programmes for our customers and for our people.’

She added: ‘Sponsorship is essential to the Olympics, and as a London 2012 sponsor, we are using our catering and customer-service expertise to provide high-quality British food, and help train the 70,000 volunteers that will be needed to make the Games a success.’

Adidas was ranked as the most appropriate Olympic partner; 59% of consumers said that its sponsorship is a good fit.

However, in better news for McDonald’s, it was the second-most spontaneously recalled sponsor, with 35% of respondents recognising its tie-up.

The brand came second only to Coca-Cola, which had a 42% unprompted recall rate. Consumer interest in what has been dubbed the ‘first social-media Olympics’ has been growing steadily since the beginning of the year.

According to Interbrand, 4m tweets mentioning the Olympics have been sent in the past year.

Click here to view the full survey

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage