Torino 2006 Olympic Sponsorship - International Olympic Committee

Chapter Five l Sponsorship
“The ability to showcase our imaging technologies and to host our best customers from
around the world to experience those applications in real time is a major benefit.”
Greg Walker, Director and Divisional Vice President, Brand and Market Development, Eastman Kodak Company
Community & Legacy Programmes
By creating an Olympic legacy of civic improvement, community outreach and support for youth, sponsors
enable the Olympic spirit to move the world forward. The impact of Olympic sponsor programmes often
resonates long after the flame is extinguished at the Closing Ceremony. Many Olympic sponsors make
contributions that reach beyond the 17 days of the Olympic Games by continuing to enhance the host
city’s environment and improve the quality of life for its inhabitants. Others create special long-term
programmes, make gestures of goodwill, or donate gifts to honour the host city and commemorate the
celebration of the Games. Legacy programmes for the 2006 Olympic Winter Games will significantly
enhance the sponsors’ ties to Turin for years to come.
McDonald’s
In the spirit of the Olympic Winter Games, McDonald’s created a legacy to honour the host city and
to commemorate Torino 2006 with a gift to better the lives of those in need. The McDonald's
Corporation and Ronald McDonald House Charities made a special donation of a family waiting area
at Regina Margherita Children’s Hospital in Turin. Donated for use by the hospital’s young patients
and their families, the family waiting area was opened on 20 February, during the 2006 Olympic
Winter Games. Ronald McDonald House Charities creates, funds and supports
programmes that directly improve the health and well-being
of children worldwide.
84 l IOC Marketing Report – Torino 2006