Long-running Olympics sponsor McDonald’s ended its partnership with the IOC in a surprise move last week only to be swiftly replaced by Intel. But, on closer inspection, was it an inevitability given the shifting nature of sports sponsorship?
It’s no secret that the Rio Olympics failed to generate the kind of return brands had hoped for from the first ever South American Games, promoting sponsors to reconsider their place atop the pinnacle of sport. The recent swap between McDonald’s and Intel illustrates the changing landscape Olympic marketing, one where brands, like athletes, must prove they can contribute something towards the Read full story ›
Source: The Drum
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