During the Paris 2024 Olympic Games, McDonald’s faced a tricky equation: how to break into a global conversation without being an official sponsor, while competing against 84 heavily visible partners.
Instead of talking about sport, the brand chose to embody what the Games truly represent beyond competition: hospitality. Starting from a simple truth, wherever you are, McDonald’s always tastes a little like home, the brand turned its restaurants into welcoming hubs for visitors from around the world.
The iconic tagline was temporarily reworked into “Bienvenue comme vous êtes” (“Welcome as you are”), supported by a bespoke visual identity rolled out across Paris, featuring products displayed in multiple languages to make international visitors feel instantly at ease.
To drive footfall, McDonald’s paired this cultural statement with a strong commercial activation: seven limited-edition recipes inspired by seven different countries. A tangible way to invite the world in, and bring people through the doors.
McDonald’s didn’t join the Games.
It welcomed the world.
McDonald’s didn’t sponsor the Games.
It competed in the biggest moment of the summer.
By turning hospitality into its entry point, from multilingual menus to limited-edition international recipes, the brand transformed global attention into real-world traffic.
Public reaction went far beyond expectations, and performances exceeded forecasts across nearly every product category:
+82% sales uplift on beef burgers
+131% growth on ice creams
McFlurry Popcorn became the #1 ice cream in the range
McDonald’s didn’t chase Olympic visibility.
It created its own.
