PUBLIC OPINION > McDonalds' Olympic Sponsorship Is Just Good Business
SodaHead Living
2012/05/03 22:00:00
The London Olympics are coming up, and no international sporting event is complete without a slew of massive sponsers. Who will it be this year? Gatorade, to emphasize the active body's need for electrolytes? Nike, to promote a new model of ergonomic running shoes? Toyota, to push alternative energy? Or, uh, McDonald's, to support... french fries?
You guessed it. They picked the latter. McDonald's will have exclusive rights to sell food at this year's Olympic games in London, and will build a two-story restaurant on location to drive the campaign. Coca-Cola and Heineken have similar deals for beverages. Maybe not the most fitting brands to line up for an athletic competition, but that's how it is. We asked the public if it sends a bad message, or if it's just business as usual.
You guessed it. They picked the latter. McDonald's will have exclusive rights to sell food at this year's Olympic games in London, and will build a two-story restaurant on location to drive the campaign. Coca-Cola and Heineken have similar deals for beverages. Maybe not the most fitting brands to line up for an athletic competition, but that's how it is. We asked the public if it sends a bad message, or if it's just business as usual.
It's kind of an awkward juxtaposition, but it's not out-of-the-ordinary. McDonald's sponsored the Winter Olympics in 2010. And in 2008. And 2006. In fact, the chain airlifted hamburgers to athletes in Grenoble for the 1968 Winter Olympics when they complained of being homesick. They officially became sponsors in 1976 -- McD's and the Olympics go way back. And to be fair, the chain started employing health-conscious campaigns like Go Active! and Champion Kids since 2004. So, bad message? Maybe a little. But the Top Opinion pointed out, "It's not McDonald's making people fat, it's people."
Conservatives Condone
On the political spectrum, voting was pretty even across the board except for one group: conservatives. Progressives, liberals, moderates, and even libertarians were all between 55% and 60% supportive. However, conservatives were undoubtedly the most supportive at 87%. The sponsorship is an example of the free market at work, so that's probably why they're so sympathetic.
Teens Are Torn
Young voters were surprisingly concerned about the message McDonald's was sending. At worst, teens were split 50-50 over the sponsorship, while the oldest voters were strongly supportive at more than 80%. It could be that older voters were aware of the long-standing relationship, but it's also possible that young people are hearing more about health issues stemming from fast food diets.
Heavier Opinions
Weight doesn't often correlate, and when it does it's usually not what you'd expect. But this time, it kind of was. The heaviest class of respondents were 20% more likely than the thinnest class of respondents to call the sponsorship good business. Average-weight respondents fell right in the middle, and athletes were even a few percent less supportive than slim voters.
If you'd like to vote on this question, dig deeper into the demographics, or engage in existing discussion about the topic, visit our poll about McDonald's and the Olympics. We'd love to hear from you!
Top Opinion
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amigo 2012/06/20 08:13:15
Money talks but this really is horrible.
Jamie Oliver where are you when we need you???
Timothy
:o)