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McDonald’s ties with Trinity Mirror for Olympics push

A significant part of McDonald’s print and online activity for the Rio Olympic Games this summer will happen across Trinity Mirror’s publications.

The fast food chain is working with the publisher's in-house Trinity Mirror Solutions creative team to create ads from this weekend.

The types of ads to come from the partnership include a ‘ flash’ takeover on the front page of the Daily Mirror that will tease what readers can expect throughout the paper. Ads will also run in the Daily Mirror on Saturday, the Sunday Mirror and online across regional titles including the Manchester Evening News, Liverpool Echo and Birmingham Mail

McDonald’s hopes to reach both national and regional audiences via the deal, focusing much of its content on an exclusive promotion for its 'McDonald’s Olympic Games Kids' scheme. Readers can win tickets for a child and their parent or guardian to attend the games as well as take part in the opening ceremony. To enter, candidates need to upload a photograph of their child that represents their passion for the Olympics.

Mark Field, director of invention at Trinity Mirror Solutions, said: “The Olympics is an event that unites not just sports fans but a much broader spectrum of British people who love to get behind their country during a major event like this one – we’ll see the same effect with England at Euro 2016 this summer, too. It’s set to be a fascinating summer of sport, and one advertisers are rightly keen to be a part of.

“By partnering with Trinity Mirror Solutions, McDonald’s is able to reach families up and down the country, who share a passion for sport.”

The tie-up will form part of McDonald’s wider sponsorship of the tournament.