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22 Jan 2014
Social media news , IOC News , Sochi 2014

McDonald’s launches social media campaign for Sochi 2014

Worldwide Olympic Partner McDonald’s has launched a new social media campaign for the Sochi 2014 Olympic Winter Games, which is designed to connect fans from around the world with Olympic athletes.

Supporters can send personalised good luck messages – or ‘cheers’ – directly to their favourite athletes and teams by using the hashtag #CheersToSochi on Twitter, or by visiting

These ‘cheers’ will then be shared at a special display in the Athletes’ Village in Sochi, where athletes can view and print the messages onto ribbons to wear around their wrists. Athletes may even tweet their appreciation back to lucky fans.  

“McDonald’s is a valued global Olympic partner, and we appreciate their incredible ability to reach millions of fans around the world with innovative, inspiring programmes like this,” said Timo Lumme, managing director of the IOC Television and Marketing Services. “Their ‘Cheers To Sochi’ programme celebrates the spirit of the Games and supports what we all stand for – bringing the world together to be our best.”

Steve Easterbrook, global chief brand officer for McDonald’s Corporation, added: “McDonald’s takes tremendous pride in our 38-year partnership of the Games, and we share in the International Olympic Committee’s passion for bringing the world together. This Olympic experience gives fans the ability to make personal connections with athletes in Sochi in a way they’ve never had before.”

Top Olympic athletes, including US hockey player Patrick Kane, Canadian hockey player Drew Doughty, US speed skater Shani Davis and Canadian figure skater Patrick Chan, are encouraging people from around the world to send their #CheersToSochi now and throughout the Games.   

“The encouragement from fans serves as significant motivation for me and my fellow athletes as we compete for gold in Sochi,” said two-time Olympic champion Davis. “Wearing inspiring messages from fans is a memorable reminder of the support we have back home.”  

Fans can visit to learn more and start sending messages to athletes and teams as they prepare to compete in the Sochi 2014 Winter Games, which get underway on 7 February.

Dont forget to also check out the Olympic Athletes' Hub!

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