Kim Benjamin
Nov 27, 2017

Brand break-up: When event sponsorship goes wrong

McDonald’s recently ended its 41-year-long sponsorship of the Olympic Games. Here's what we can learn.

One of sport’s most long-standing relationships came to a sudden and unexpected end this June, when fast food chain McDonald’s pulled the plug on its 41-year-long sponsorship of the Olympic Games, three years before it was due to officially end.

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