Famed Houston Rockets basketball star Yao Ming slam-dunked a Mac
deal on Friday.
China's Yao and McDonald's announced a multi-year global
partnership deal in Los Angeles.
"Yao Ming personifies what the McDonald's brand is all about --
a youthful, fun, dynamic spirit which connects to today's customers
and cultures," said Larry Light, McDonald's executive vice
president and global chief marketing officer.
"His unique, larger-than-life personality and appeal transcend
borders and make him a perfect fit for our new global outreach to
consumers," Light said in a news release from the Beijing
McDonald's Food Co Ltd.
"I have always been a big fan of McDonald's ever since the first
restaurant opened in China 10 years ago," Yao was quoted as saying
in the release.
"To be a part of such a great brand with the ability to
positively touch millions of people around the world is a real
thrill for me. And, I share McDonald's commitment to being the
best, both as an athlete and as part of the broader world
community," the "little giant" added.
According to Light, Yao will play a key role in McDonald's
global marketing plans, with emphasis on such areas as physical
fitness and activity, Olympics initiatives, and the ongoing "I'm
Lovin' It" marketing events and customer communications.
He will also lend his support to Ronald McDonald House Charities
and its work on behalf of children worldwide.
"You can expect to see him (Yao) representing our brand in a
number of fun and surprising ways all around the world," Light
said.
Eric Foo, managing director of McDonald's China, said Yao is a
wonderful role model for people of all ages and his company looks
forward to working closely with him.
Since McDonald's has already gained enormous popularity among
Chinese consumers, many Chinese consider the partnership with Yao
will add much to its popularity.
"I think as Yao is now the spokesman for McDonald's, the
fast-food company will definitely become even more popular among
Chinese people," said Xia Xiaofeng, a resident in Shanghai, Yao's
hometown.
"Yao's appeal is especially huge among young people, who regard
him as a big success and model of life," Xia said.
He added that the partnership will also help spread Yao's fame
throughout the world given McDonald's strong presence
worldwide.
But another Shanghai resident Tie Feng, admitting the
partnership will have positive impact for McDonald's business, said
it was not a good idea for Yao to become the spokesman of
McDonald's.
"I think as an athlete, he should establish partnerships with
brands in the sports circle," Tie said.
Yao's contract with McDonald's was signed just after Houston's
102-87 victory over the Los Angeles Lakers on Wednesday. Yao
himself had 29 points and 11 rebounds in the game.
The game was of special meaning for Yao because he outplayed
Lakers' Shaquille O'Neal, who finished with 24 points and nine
rebounds.
Yao replaced Los Angeles Lakers' guard Kobe Bryant in a
partnership with McDonald's after Bryant was accused of sexually
assaulting a 19-year-old hotel employee. Bryant's three-year deal
with the McDonald's expired on December 31.
(China Daily February 14, 2004)