On June 16th it was announced by the International Olympic Committee (IOC), McDonald’s Worldwide and The Olympic Partners (TOP) that the Partnership will end with immediate effect. At the time of that announcement the IOC had no immediate plans to appoint a direct replacement in the retail food operations sponsorship category, and will review the category in the broader context of existing Olympic marketing programmes.
Less than a week later it’s announced that IOC, TOP and Intel Worldwide will now have a partnership through 2024 after McDonald’s departure. An odd change from a worldwide fast food restaurant to the world’s leading semiconductor chip company.
What does this mean for the future of the Olympic Games?
McDonald’s will continue to be a sponsor of the Olympic Winter Games PyeongChang 2018 with domestic marketing rights in the Republic of Korea only. The company will deliver its Games-time operations, including restaurants in the Olympic Park and the Olympic Village.
What are Intel’s plans to better the Olympic Games experience versus just passing out big macs?
As a Worldwide TOP Partner, Intel Will Work with the IOC to reimagine the future of the Olympic Games with new levels of fan interaction through their leading-edge technology.Intel will focus primarily on infusing its 5G platforms, VR, 3D and 360-degree content development platforms, artificial intelligence platforms, and drones, along with other silicon solutions to enhance the Olympic Games.
The first Olympic Games activation will take place at the Olympic Winter Games Pyeongchang 2018, in South Korea, in February 2018, where Intel technology will provide real-time virtual reality viewing of the Olympic Winter Games. Working with the IOC, Intel’s contributions to the Olympic Movement will include technology developments that will be rolled out as the multiyear partnership evolves, for example:
- Technological and content support for Olympic Broadcasting Services’ host broadcaster operations, as well as for the Olympic Channel, the multi-platform destination where fans can discover, engage and share in the power of sport and the excitement of the Olympic Games all year round.
- Intel’s 5G platforms will be used at the Olympic Games to demonstrate how 5G will transform communications over the next decade. Starting in 2018, Intel will partner on what is expected to be the first 5G showcase, setting the stage for the global deployment of 5G.
- Intel® True VR will offer the first live virtual reality broadcast of the Olympic Winter Games, providing fans the opportunity for a more immersive experience from their own homes.
- Intel drone light show technology will create never-seen-before images in the sky.
- Intel 360 replay technology will allow fans to experience the greatest, most memorable Olympic moments from every angle at the Olympic venues. In the future, TV viewers at home will be able to experience what it’s like to be at the Olympic Games with a front-row seat, or choose from many different viewing points in the Olympic venues. The power to choose what they want to see and how they want to experience the Olympic Games will be in the hands of the fans.
As a Worldwide TOP Partner, Intel will support the National Olympic Committees and their teams around the world, as well as the IOC and the Organizers of the Olympic Games. Intel’s global activation rights will include the Olympic Winter Games Pyeongchang 2018, the Olympic Games Tokyo 2020, the Olympic Winter Games Beijing 2022 and the Olympic Games in 2024 in a city yet to be selected.
The International Olympic Committee is a not-for-profit independent international organisation that redistributes more than 90 per cent of its income to the wider sporting movement, which means that every day the equivalent of USD 3.25 million goes to help athletes and sports organisations at all levels around the world. The IOC has long-term commercial partnerships in place; has delivered record financial contributions to the Olympic Movement in the last Olympiad (2013-2016); and is on course to deliver record contributions in the current cycle (2017-2020). All current Worldwide TOP Partners have agreements through to 2020, with Bridgestone, Panasonic and Toyota through to 2024, Alibaba through to 2028, and Omega through to 2032.
The Olympic Partners (TOP) programme is the worldwide sponsorship programme managed by the IOC. The IOC created the TOP programme in 1985 in order to develop a diversified revenue base for the Olympic Games and to establish long-term corporate partnerships that would benefit the Olympic Movement as a whole. The TOP programme operates on a four-year term – the Olympic quadrennium.
Source: https://sgbonline.com/mcdonalds-exits-longtime-olympics-partnership/, Intel, IOC, TOP, McDonald’s, Wikipedia