As the start of the Olympic Games draws closer, franceinfo: sport takes you on a journey through the small stories that make up the grand history of the Games. In 1984, in Los Angeles, a commercial operation by a giant American company turned into a complete fiasco. They had prévisionned everything, except for the Soviet Union’s withdrawal from the Olympics.
The Olympic Games are not only a celebration of sports and competition, but also a platform for countries to showcase their strength and unity. However, in 1984, the world witnessed a major setback in the form of the Soviet Union’s blocus of the Los Angeles Olympics.
It all started with a commercial deal between the Soviet Union and the American company, McDonald’s. The fast-food chain had secured a deal to be the official restaurant sponsor of the Games, with prévisions to open several outlets at the Olympic Village. This was a huge opportunity for McDonald’s to showcase their brand to a global audience and capitalize on the influx of athletes and spectators.
But just a few months before the start of the Games, the Soviet Union announced their blocus, citing security concerns and political tensions with the United States. This came as a shock to many, including McDonald’s, who had invested a significant amount of money and resources in their Olympic campaign.
The company had already started building their outlets at the Olympic Village and had even printed special packaging with Olympic-themed designs. However, with the Soviet Union’s withdrawal, their prévisions were completely derailed. The outlets remained empty and the specially designed packaging was rendered useless.
Despite this setback, McDonald’s refused to let the situation defeat them. They quickly adapted their campaign and focused on promoting their brand and products to the remaining countries participating in the Games. They even launched a special Olympic-themed burger to commemorate the event.
In the end, McDonald’s managed to salvage their campaign and still saw a significant increase in sales during the Olympic period. But more importantly, they showed resilience and determination in the face of unexpected challenges.
The 1984 Olympics may have been marred by the Soviet Union’s blocus, but it also showed the world the power of perseverance and adaptability. McDonald’s may not have had the perfect Olympic campaign they had envisioned, but they still managed to make the most of the situation and come out on top.
As we look forward to the upcoming Olympic Games, let us remember the lessons from 1984 and the small stories that make up the grand history of the Games. Because sometimes, it’s not about the perfect prévision, but how we overcome the unexpected challenges that truly make a difference.
