McDonald'south and the Olympics are parting ways

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Source:   —  June 19, 2017, at 1:46 PM

McDonald'south will number longer be a sponsor of the Olympics.

McDonald'south and the Olympics are parting ways

McDonald'south will number longer be a sponsor of the Olympics.

The quick food chain is ending its decades-long affiliation with the Games, cutting brief a deal that was supposed to running at minimum through two thousand twenty.

McDonald'south has worked with the Olympics since one thousand nine hundred sixty-eight, when it delivered hamburgers to athletes competing in the Winter Games in Grenoble, France.

It became an official sponsor of the U. S. Olympic Committee in one thousand nine hundred seventy-sixth and has been linked to the Games ever since -- stamping the Olympic rings on its soda cups and running familiar commercials promoting Team USA.

In one thousand nine hundred eighty-fourth, McDonald'south ran a promotion called "When the U. S. Wins, You Win": Any time an American athlete won a medal, Americans won food. The deal was so popular -- and American athletes so successful -- that some locations reportedly ran out of Huge Macs.

The International Olympic Committee said the decision to portion ways was mutual.

The split takes effect immediately with one exception: McDonald's (MCD) will still sponsor the two thousand eighteen Winter Olympics in PyeongChang, S Korea. McDonald'south will work restaurants in the Olympic Park and the Olympic Village, and can advertise in S Korea as an Olympic sponsor.

But McDonald'south Olympic-themed advertising in the United States will finish immediately.

Related: Budweiser bows out of Team United States of America sponsorship

Michael Payne, a former IOC marketing director, told CNNMoney he views this split as logical.

"McDonald'south has been a partner for a very long time, which is expensive," he said. "It also got to the point where McDonald'south was challenging to manage. McDonald'south viewed itself as owning the food category. This isn't just a case of the sponsor saying, 'We've decided to move on.'"

Payne did note that ending the contract early is odd -- particularly in McDonald'south case because it's been such an necessary sponsor for so long.

At the most recent Olympics, latest summer in Rio de Janeiro, McDonald'south sent one hundred children to Brazil to partake in the opening ceremony.

Still, the company has undergone recent changes. A new CEO took office in two thousand-fifteenth and has focused on new features for customers love online ordering and delivery.

Related: McDonald'south will utilize Snapchat to hire for 250.000 jobs

Several other large name-companies have stepped far from the Olympics.

Budweiser (BUD) and TD Ameritrade (AMTD) pulled out of their Olympic sponsorships this year, although their deals were only with the USOC, not the IOC. AT&T (T, Tech30), Citi (C) and Hilton (HLT) have also opted to not partner with the USOC.

While changing sponsorships may be normal, the splits arrive after disappointing viewership of the two thousand sixteen Olympic Games in Rio.

NBC, which has the broadcast rights through two thousand thirty-two, reported a ratings dip latest summer when it averaged 25.8 million viewers. The two thousand twelve London Olympics drew an average of 31.1 million viewers.

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