Blog: Dean BestMcDonald's scores again with football deals - but who's cheering?

Dean Best | 10 November 2009

First, a disclaimer. I am well aware of the time and money spent on CSR projects by food manufacturers and retailers not just in the UK but also worldwide.

And it is just that those who draw up the most innovative and impactful programmes are recognised for their endeavours (see the UK Food and Drink Federation's annual Community Partnership Awards).

However, the cynic in me (humour me, I'm a journalist) cannot help but raise an eyebrow when companies like McDonald's get involved in grassroots and kids sport.

Yesterday, the purveyor of Big Macs and milkshakes (yes, they sell salads, too) signed a deal with the Football Association to support football in England.

"I am delighted we have secured McDonald’s support for another four years and am confident that the investment and focus on driving up standards in English grassroots football will have a positive impact on young players, the coaches, the parents and ultimately the national game as a whole," the FA's chief executive Ian Watmore remarked.

Over in Thailand, McDonald's is reportedly looking for a similar "positive impact" within the nation's football community.

According to The Guardian newspaper, Thailand's top footballers will receive free burgers as part of a three-year sponsorship deal. The mind boggles.

As for the England deal, there were those who grumbled at Wembley Stadium's new arch replacing the famous old Twin Towers and becoming a central emblem of the game in the country. But what of the golden arches?


Sainsbury's pulls the price lever

Sainsbury's, the UK's second-largest grocer, has set out plans for lower prices on a range of products, a move announced amid signs of pressure on its market share....


Intermarche broke rules with Nutella promo, French watchdog says

The pandemonium in stores of Intermarché as shoppers scrambled to grab jars of cut-price Nutella went viral - but the country's competition watchdog has announced the French retailer broke rules on se...


Big Food in investor spotlight this week at CAGNY

The senior management of a number of the major food manufacturers operating in the US will be in Florida this week for a key date on investor calendars....

Forgot your password?