McDonald’s et le CIO, c’est fini !

McDonald’s Corporation a annoncé ce vendredi 16 juin 2017, avoir mis un terme à 41 ans de partenariat avec les Jeux Olympiques, 3 ans avant le terme du contrat, information confirmée par le Comité International Olympique dans la foulée. Cette décision reflète la décision du géant US du fast-food de se recentrer sur son core business et de ne plus assumer cette dépense de sponsoring toujours en hausse, qui n’est pas contre-balancée et donc expliquée par une hausse des audiences TV.


Le contrat de McDonald’s devait s’étirer jusqu’aux Jeux Olympiques de Tokyo en 2020, et cette décision devrait en toute logique permettre à la marque d’économiser quelques centaines de millions de dollars sur les 4 années à venir. 

McDonald’s cherche à maintenir les coûts au plus bas via une amélioration de son service en restaurant et la mise à disposition de la commande online pour attirer de nouveaux consommateurs américains, qui ne cessent d’être chassés par la concurrence toujours plus intense. 

« Nous reconsidérons tous les aspects de notre business, et avons pris la décision, en coopération avec le CIO de nous recentrer sur d’autres priorités » a déclaré le Global Chief Marketing Officer de McDonald’s, Silvia Lagnado. 

Impliqué dans les Jeux depuis 1968 et sponsor depuis 1976, McDonald’s a été le premier sponsor food des Jeux Olympiques. 

En dépit de cette annoncé, McDonald’s restera quand même présent lors des prochains Jeux d’Hiver à Pyeongchang puisque la marque a obtenu le status de sponsor national. 

Cette décision de McDonald’s reflète aussi un point de vue parmi les annonceurs que ce type de partenariat exclusif n’offre plus le même impact marketing. Certaines marques ont d’ailleures décidé, à juste titre peut-être, de travailler directement avec les athlètes ou certaines délégations en direct plutôt que de passer via le Comité International Olympique. 

A l’heure où, dans le cadre de l’Agenda 2020, le CIO cherche à installer des partenariats à long terme, il est compréhensible qu’il préfère mettre fin rapidement à un contrat majeur qui trouvera repreneur sans doute très rapidement. Néanmoins, le CIO ne cherchera pas un remplaçant « poste pour poste » à McDonald’s mais a précisé qu’il révisera cette catégorie dans le contexte plus large des programmes de marketing olympique existant.

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