As a former athletics coach, my mum has been left perplexed by the sponsorship partners of the upcoming Olympics. ‘What on earth does McDonald’s have to do with sport?’ she asked. ‘What’s next? Hurdling for hamburgers?’ Well quite.

As the Games draws closer, we’re seeing an increasing number of businesses trying to connect with their consumers by using the Olympics as a springboard. It’s a huge global event that provides a pre-packaged platform for brands to flag-wave, so it makes sense that businesses want to build a communications strategy around it…more

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