SBD/Issue 131/Sponsorships, Advertising & Marketing

McDonald's Signs Michelle Wie To A Two-Year Sponsorship Deal

Wie Shoots Commercial For McDonald's
As Part Of New Two-Year Deal

McDonald’s has signed Michelle Wie to a two-year endorsement deal, according to Terry Lefton in this week's SportsBusiness Journal. The 20-year-old LPGA player shot a commercial for the QSR last week in California “that will debut in April.” Wie will make “an appearance at the McDonald’s convention in Orlando" next month and “be the face” of a PR campaign backing the launch of McDonald’s smoothies in May. John Lewicki, McDonald’s Senior Dir of Alliance Marketing, said, “We were looking for an Asian-American personality to appeal to that segment, and Michelle has strong appeal there and great crossover appeal. She’d already been doing work for Ronald McDonald charities in Hawaii, so it just seemed like a great fit.” The ad is “one of at least two that will be made with Wie this year.” It will debut in the U.S. around April 20, will be seen in China, Korea and the Philippines, and is being made in five languages. While McDonald’s “often uses golfers for charitable and community efforts, this is its first stateside use of a pro golfer in TV advertising in more than a decade,” since it used Greg Norman. The McDonald’s deal is “the second major sponsorship obtained for Wie” by IMG since the agency took over management of Wie from William Morris about a year ago. In February, Kia signed Wie to a deal that included a logo on her golf bag, she has a pre-existing deal with Nike, and IMG has extended her Omega deal and signed a fifth sponsor in Asia, to be announced shortly (SPORTSBUSINESS JOURNAL, 3/22 issue).

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