McDonald’s recently signed on as an official primary sponsor of the Football Association of Thailand (soccer), in a deal valued just below $1,000,000. including cash for equipment, uniforms and travel. The total value also included meals from the quick service chain for the athletes. Now, it’s no surprise to see McDonald’s sponsoring sports, as they have long been a supporter of sports and athletes around the world. What spurred me to write this post was their continued inclusion of in-kind goods as part of the sponsorship.
Ever since 1968 when McDonald’s had hamburgers airlifted to France for homesick U.S. Olympic athletes, the idea of providing meals as part of their sponsorship has been an integral part of their plan. This plan has taken action in many ways, from providing meal vouchers to youth leagues around the world, all the way to building a custom McDonald’s in Beijing solely for the 2008 Olympic athletes.
While these sponsorships have been in place, so has a similar menu, known best for burgers and fries. At times people have questioned McDonald’s value as an athlete food source due to this fact. However, now providing more nutritious options for their customers and athletes alike, perhaps their sports sponsorships will make more sense in the eyes of fans around the globe.
Based on what you know about McDonald’s, let me ask you all a question:
Is the fact that their sports sponsorship program gives meals to athletes more beneficial now that they take a stronger stance on social responsibilty via healthier menu choices?