Team Danmark´s recent decision to accept a corporate sponsorship from McDonalds will help McDonald´s brand but can negatively affect Team Danmark´s brand, according to Professor Majken Schultz, Associate Dean of the CBS Fulltime MBA Program and an internationally recognized branding expert.

"Seen from McDonald´s point-of-view, the agreement is a smart move. Seen from Team Danmark´s perspective, however, the move is self-destructive. They are legitimizing the things for which McDonald´s is known. One has to hope that they are getting a great deal of money for doing so because accepting this sponsorship will weaken their trustworthiness and the role they have in society”, says Majken Schultz.