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McDonald’s pulls out of Olympics contract to end 41-year sponsorship | Sport | The Guardian

McDonald’s pulls out of Olympics contract to end 41-year sponsorship | Sport | The Guardian: Silvia Lagnado, the McDonald’s global chief marketing officer, said: “As part of our global growth plan, we are reconsidering all aspects of our business and have made this decision in cooperation with the IOC to focus on different priorities.”

McDonald’s has been bringing down costs as it invests in improving its food quality, restaurant service and online ordering to try to attract customers in the US, where intense competition has affected sales.

The firm, first involved with the Games in 1968, was the event’s foods retail sponsor. Despite pulling out with immediate effect, McDonald’s will continue at next year’s Pyeongchang winter Olympics as sponsors with domestic marketing rights.

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