Big Mac sponsorship
In 2013 McDonald’s was an Official Partner of the 27th Summer Universiade held in Kazan. As part of its partnership agreement, the largest fast food chain provided free food for participants of the Games, the athletes living in the Universiade Village. McDonald’s conducted a special PR campaign to support the 2013 World University Summer Games by placing information about the Summer Universiade on its packaging. In addition to that, the company sent the best employees to serve meals to athletes and guests of the most important multi-sport event of the year. The campaign ran with this visual and the TV spot below that featured a well known BigMac chant.