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What is McDonald's brand positioning?
McDonald's has placed considerable emphasis on enhancing its brand positioning through sponsorship of events and sports.
- It was one of eight corporate sponsors of the Millennium Dome Experience, investing £8 million in the Dome's community programme and learning experience.
- It has been a major sponsor of international football, including the World Cup since 1994 and the Champions League from 1996 to 2000.
- It has sponsored British athletics since 1993, notably the McDonald's Young Athletes' League, training 11 to 17 year olds.
- It has sponsored Child Safety Week since 1994.
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