McDonald’s  sponsorship  of  the  2012  Olympics  thus  far  has  mainly  been focused  on  its  position  as  the Presenting  Partner  of  the  London  2012 Games  Maker   Programme  to  help  recruit  and  train  volunteers  for the games.  

Additionally  the  brand  is  building  the  world’s  largest  McDonald’s  in  the Olympic  Park  and   positioning  its  marketing  efforts  on  British  produce  and nutrition.

Insight:

• The brand’s first London 2012 creative ran in 2008, shortly after the end of that year’s event in Beijing, and took a positive and anticipatory tone, ‘looking forward’ to the next event
• Various campaigns ran in countries like Spain, where the firm’s Aquarius bottled water brand highlighted the company’s support of the nation’s Olympic squad
• Core executions such as the brand’s ‘125 years of happiness’ campaign were also updated with the Olympic logo
• Activity in the USA in February 2010 highlighted how consumers have helped Olympic dreams come true for the past 82 years by supporting the brand
• Creative in Germany informed consumers of the brand’s search for Germany’s ‘most active’ city, the eventual winner being Wetzlar

The 2012 annual Leaders in Sponsorship conference, taking place on 10th and 11th October 2012, launched this week with a cutting-edge agenda, new “Brands-Only” forum and expanded programme.

The exclusive, invite-only event is now in its 4th year and has a track-record for bringing together the very top names in sponsorship to discuss global best practice across a range of topics, including activation, negotiation and measurement. In recent years the guest speakers have included: Adam Silver, Deputy Commissioner, NBA; Des Johnson, Global Brand Director, Castrol; Mark Waller, Chief Marketing Officer, NFL; Tara Looney, Brand Director, American Express and Boutros Boutros, Divisional Senior Vice President, Corporate Communications, Emirates.

Standard Chartered hands Liverpool FC shirt sponsorship spot to Seeing is Believing

Standard Chartered swaps Liverpool FC shirt sponsorship logo at tonight’s Chelsea match to raise awareness for avoidable blindness initiative

In a rare move, Standard Chartered, the main sponsor of Liverpool FC, will replace its logo on the team’s home shirts with the logo of Seeing is Believing, its global charitable initiative aimed at tackling avoidable blindness.

Seeing is Believing will gain international exposure as Liverpool FC wear the limited edition shirts when they play Chelsea, in their final home game of the English Premier League season.