Burger King had an equally quirky sponsorship deal with Spanish La Liga side Getafe a decade ago - and spoke to a few clubs before settling on Stevenage - but why were the fourth-tier strugglers ...
In one of the more brilliant 21st century marketing stunts you'll see, Burger King got a club in England's fourth tier soccer league to become a viral sensation and one of the most popular teams on FIFA 20. BK sponsored Stevenage FC just to gets its logo in the game, even if on the jersey of a club nobody had ever heard of before.
The company wants to change that as part of its latest internet-based marketing campaign. Stevenage is an English soccer team in the fourth division—sort of like a lower-level minor league baseball club. Burger King sponsors the club, and on Thursday, it announced a campaign to make the team the most recognized soccer name in the online gaming world.
The Stevenage FC Women’s team will be sponsored by Burger King, just like the men’s side. However, unlike the men’s team, the front of their shirts will not say Burger King. The Stevenage Women’s team, an amateur team that plays in the fourth division, will have “Burger Queens” emblazoned across the front of their shirts.
Burger King reveals the FIFA ploy behind decision to sponsor League Two side Stevenage | Goal.com. FIFA 20.
Burger King reveals the FIFA ploy behind decision to sponsor League Two side Stevenage. Burger King's decision to become the front-of-shirt sponsor for League Two side Stevenage in 2018 has paid ...
That position is currently occupied by Stevenage Football Club. And yet, the team attracted the sponsorship of none other than Burger King. Why? Because BK and its Spanish agency David realised that Stevenage FC would appear in the FIFA 20 online game, just like all the biggest teams. And if it sponsored them, so would the Burger King logo.
Burger King has rebranded as "Burger Queen" in support of English women's soccer club Stevenage FC. The fast-food company shared a moving video saying, "Playing for Stevenage FC is hard. Playing for the women's team shouldn't be harder." Burger King pledged to support the women's and men's sides equally.