Burger King’s Incredible Football Sponsorship Pays Off
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Burger King has used an ingenious marketing ploy as they became the shirt sponsors of a League Two club Stevenage in 2018. The club is at the bottom end of the professional pyramid in England, however, their efforts have paid off as the shirts have gone viral beyond their expectations.
What was the reason behind it?
Burger King found out that despite Stevenage not really competing for any major competitions in Europe, they would still make the cut in every edition of the video game FIFA. Their idea was to expose the team to the gamers on FIFA and that’s where their real marketing would take place.
Burger King created the Stevenage Challenge which would encourage gamers to play with the club, sign big-name players and finally enjoy success with the club. They would then post this on social media and compare their successes. There have already been around 25,000 goals scored by Stevenage posted online and is now one of the most used teams in FIFA’s career mode.
A Burger King spokesperson said, “We realised that even though they’re at the bottom of England’s fourth division, they were going to be appear in the same video game that all the expensive players were going to be in.” “Because if we put our logo on their real shirt we would definitely have our logo in the game. Introducing The Stevenage Challenge. Gamers around the world immediately started Stevenage. Signing the best players to our team and playing with them. For every goal they shared on Twitter we gave them rewards.”
Stevenage reported selling their jerseys out for the first time in their history. However, they are lucky enough to still be in League Two after finishing 23rd out of 24 teams. They only avoided relegation due to Bury’s expulsion from League One. They continue to have the Burger King logo on their shirt this season.
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Kian Guard
(103 Articles Published)