• Promo , Thursday, July 3, 2008 11:02 AM

McDonald's is launching its biggest sponsorship ever around the Olympic Games in Beijing, and will support it, in part, with new products across the globe. They include a Beijing Burger and Rice Sticks in Latin America and Chicken and Fish sandwiches and a Shrimp Salad in Russia. In the U.S., McDonald's will promote its newly launched Southern Style Chicken.

New cups and bags will feature nine U.S. Olympic and Paralympics athletes. In addition to the packaging, TV spots and online activities will support the effort. "We are bringing innovation to sponsorship and connecting with customers in ways we have never done before," says Mary Dillon, McDonald's global CMO.

For example, the fast food chain is kicking off its McDonald's Champion Kids program, where more than 200 children from 40 countries will visit the Games. On Aug. 2, McDonald's will launch a new Web site in the U.S. at FacetheGlory.com, where it will play up its Southern Style Chicken Sandwich with Olympic newcomer BMX athlete Donnie Robinson.

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