The Washington Times - May 13, 2008, 03:39PM
our story about D.C. United’s partnership with VolkswagenWNBA SEE RELATED:


McDonald’s

\ The fast food chain is the official sponsor of all “WNBA Tip-Off 2008” games, which include all home openers as well as nationally televised games on May 17, 20 and 24. \

\ With the partnership, the WNBA breaks ranks with the NBA, which does not allow corporate logos of any kind on uniforms. Major League Baseball and the NFL also restrict the use of advertising on uniforms. \

\ Without further ado, I offer you the self-serving press release quotes: \

\ “The 2008 WNBA season promises to be one of the most competitive campaigns in league history, and we are so pleased that McDonald’s has chosen to align with the WNBA as the presenting sponsor of WNBA Tip-Off 2008,” said WNBA President Donna Orender. “In using WNBA jerseys as a unique marketing tool to support McDonald’s product launch, the WNBA and its players will display, en force, the dynamic integration capabilities we bring to a partnership.”\

\ Dynamic integration capabilities. Sounds awesome.\

\ But this quote from McDonald’s is even more priceless:\

\ “McDonald’s sponsorship of WNBA Tip-Off 2008 is a natural fit for our brand,” said Neil Golden, Chief Marketing Officer, McDonald’s USA. “With the launch of our new Southern Style Chicken Biscuit and Sandwich, and a partnership with one of the premier women’s sports leagues in the country, we’ll deliver quality, great taste and fast breaks for McDonald’s customers and WNBA fans everywhere to enjoy.”\

\ I’m not precisely sure what the Southern Style Chicken Biscuit Sandwich has to do with women’s hoops. But I never believed that Tiger Woods drives a Buick, or that Michael Jordan had a strong allegiance to Rayovac Batteries. \

\ In all seriousness, you have to give credit to McDonald’s for finding a way to get some unique exposure in an era when advertisers struggle to find a way to set themselves apart. \

\ I reported last year on the strong ties that McDonald’s has with women’s sports, including one of the LPGA’s major tournaments. And of course, the restaurant has been heavily involved with basketball, most notably with the McDonald’s High School All-American Game. (AKA, the “No One Guards Anyone, Ever, Classic.”)\

\ Will this deal lead to more corporate logos on uniforms? Time will tell, but this can be seen as a step over into an area once seen as taboo. \

\ — Tim Lemke