AS NEWS EMERGES from Olympic headquarters that long-standing sponsor McDonald’s has signed up for another eight years, Frontiers was prompted to ask what each side gets for the reported $100m per Games, particularly as its association always seems to get critics hot under the collar. McDonald’s has been associated with the Olympics since 1968 when it airlifted food parcels to apparently homesick American athletes at the Grenoble Winter Games, and has been an official sponsor since 1976 - a period that has seen the world’s attitude to the US brand change beyond recognition.
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