Supporters can send their messages using the hashtag #CheersToSochi on social media site Twitter or by visiting the campaign website.

The cheers will be shared at a special display in the Athletes' Village in Sochi, where athletes can view and print the messages onto ribbons to wear around their wrists, according to McDonald's, which has been an official Olympic partner since 1976.

The new social media campaign is part of a number of initiatives being run by the global firm, which includes its Champions of Play programme which will provide youngsters in Sochi with a chance to attend events during the Games, access to venues and to meet athletes.

The firm says it is also donating a children's playground to the city of Sochi.

"McDonald's takes tremendous pride in our 38-year partnership of the Games, and we share in the International Olympic Committee's passion for bringing the world together," said Steve Easterbrook, global chief brand officer for the McDonald's Corporation.

"This Olympic experience gives fans the ability to make personal connections with athletes in Sochi in a way they've never had before."

A number of athletes competing at the Sochi Games are involved in the new social media campaign including Canadians Drew Doughty and Patrick Chan, and United States competitors Patrick Kane and Shani Davis.

"The encouragement from fans serves as significant motivation for me and my fellow athletes as we compete for gold in Sochi," said Davis, who is looking to complete a hat-trick of Olympic speed skating wins in the men's 1,000 metres competition.

"Wearing inspiring messages from fans is a memorable reminder of the support we have back home."

Double Olympic champion Shani Davis is one of the athletes backing the #CheersToSochi campaign ©AFP/Getty Images






































Both Doughty and Chan will also be receiving messages of support through a campaign called #BringItHome, launched by Samsung and the Canadian Olympic Committee (COC) in October, as Games organisers and National Olympic Committees (NOC) continue to utilise social media channels.

Speaking about the #CheersToSochi campaign, the International Olympic Committee's (IOC) managing director of television and marketing services, Timo Lumme, said: "McDonald's is a valued global Olympic partner, and we appreciate their incredible ability to reach millions of fans around the world with innovative, inspiring programmes like this.

"Their 'Cheers To Sochi' programme celebrates the spirit of the Games and supports what we all stand for - bringing the world together to be our best."

Contact the writer of this story at [email protected]


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