End of an era as McDonald's ends IOC deal
"McDonald’s was one of six IOC partners whose current contracts pre-date the price hike and expire in ‘20. The others are GE, P&G, Dow Chemical, Visa and Coca-Cola. The other TOP members have all renewed or signed since the price hike. All of these brands are going to be looking at that scenario, and making a decision about whether the additional investment they’re going to require is going to generate a bigger incremental return"

Read more in Sports Business Journal here and Sportcal here.