McDonald’s signs Wie to sponsorship deal
Monday, March 22, 2010
Michelle Wie has been on a pretty nice run. First, she emerged at the Solheim Cup last summer as a player to be feared, then she notched her first LPGA victory in Mexico. Now, she is super-sizing her sponsorship deals.
A month after signing an endorsement contract with Kia, Wie agreed to a two-year deal with McDonald’s – making her the first professional golfer to represent the famed golden arches since Greg Norman more than a decade ago.
“Michelle is relevant to an Asian consumer market that we’re trying to penetrate and has broad appeal to young adults, women and the general audience,” said John Lewicki, McDonald’s director of alliance marketing, noting her strong “Q scores.”
Wie alluded to her new role as a spokesperson and brand ambassador in a Facebook posting on March 21: “I have some really exciting news to share with you guys..tomorrow!” she wrote. “I will give you one clue, ba-ba-ba-ba-baaaaa!”
The new relationship was announced following the filming of a McDonald’s commercial that will feature Wie having fun on the golf course and then celebrating afterwards with friends at McDonald’s. The ad campaign is slated to launch the week of April 20 and will be available in five languages: Chinese (Cantonese and Mandarin), English, Korean and Taglish. The commercial will air only domestically, but McDonald’s is using multiple languages for U.S.-based Asian media.
“It will have a heavy rotation in the Asian consumer market and some general market rotation, too,” Lewicki said.
In addition to the commercial, Wie’s agreement with McDonald’s includes her participation in several McDonald’s programs and promotional opportunities focused on educational achievement.
Wie will be carrying a McCafé-branded water bottle during the upcoming Kia Classic in support of her new partnership with McDonald’s.