The partnership will see co-branding within McDonald's restaurants and marketing campaigns tailored to deliver messages about the inaugural European Games throughout Baku and the whole of Azerbaijan.

In addition, McDonald's will promote the European Games across Azerbaijan through in-store messaging, Games-related competitions, and a specially designed Baku 2015 European Games variety menu.

It is claimed the in-store marketing campaigns in all of the McDonald's restaurants in Azerbaijan will reach out to around 750,000 customers per month.

"The McDonald's brand is synonymous with major international sporting events around the world and I am delighted that we have signed them as an official supporter of the first ever European Games," said Baku 2015 chief operating officer, Simon Clegg.

"This agreement will further increase Baku 2015's visibility across Azerbaijan and I am sure it will generate greater interest in what will be an historic and memorable celebration of sport in Baku next summer."

McDonald's has been a TOP Olympic sponsor of every Summer and Winter Olympic Games since 1976, and extended its sponsorship in 2012 for a further eight years in a deal with the International Olympic Committee worth $100 million (£65 million/€78 million).

"It is a real honour for McDonald's to be supporting such an important event for Azerbaijan," said Maqsud Mirzayev, managing director of McDonald's Azerbaijan.

"We will ensure that we put all our efforts and experience into producing imaginative marketing strategies which will make the Games even more unforgettable and popular among customers visiting our stores."

McDonalds joins the likes of BP, Proctor and Gamble, Tissot and Nar Mobile who have already been confirmed as partners of the European Games, which take place from June 12 to 28 next year.

Contact the writer of this story at [email protected]


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