Launched on 8 December, Burger King UK refreshed its sponsorship of League Two side Stevenage FC through a new campaign supporting the women’s team called ‘Burger Queen’.
To support inclusivity in football, Burger King announced its sponsorship of Stevenage FC Women under the same terms and conditions and at the same level as the men’s team by renaming the Stevenage Burger King restaurant ‘Burger Queen’ and through a spearhead social spot.
The 45-second hero video revolves around a single camera shot focused on the entrance sign to the Stevenage stadium with the next opponent matchup board constantly changing to show all the odds the team comes up against: from bad weather, haters and low budgets, to the global pandemic.
The endline states “Playing for Stevenage FC is hard. Playing for the women’s team shouldn’t be harder” before a final cut to a shot of one of the team’s women’s stars wearing the new jersey with the Burger King logo changed to Burger Queen.
The campaign runs across Burger King’s UK channels and also on Stevenage Town FC’s platforms and supporting content is linked through the #BurgerQueen hashtag.
They face the same challenges, they deserve the same support. #BurgerQueen
Burger K̷i̷n̷g̷ QUEEN. #GreaterTogether pic.twitter.com/Ay09aAORDR
— Stevenage FC (@StevenageFC) December 8, 2020
As part of the partnership, Burger King created a new Burger Queen logo to symbolise and promote the partnership. The new logo will be on the front of the team’s kit through the 20/21 season.
“The women’s team faces the same challenges and hurdles as the men’s team and it’s only fair that it receive the same support from our brand with an equal sponsorship,” commented Burger King UK Marketing Director Soco Nunez.
“After successfully spotlighting the talent of the Stevenage FC men’s team last year, we wanted to do the same for the women’s team in 2020.”
Fans can order the limited-edition kit on the Stevenage FC site.
“We are thrilled to be continuing our partnership with Burger King and the support that the brand is showing for the women’s team is unmatched,” added Stevenage FC CEO Alex Tunbridge. “The sponsorship from Burger King will be used to help grow the women’s program and support the team.”
Fans can pre-order your Burger Queen shirt by visiting www.stevenagefcshop.com.
Comment:
The latest activation follows on from last year’s award-winning, gaming-linked sponsorship strategy which saw Burger King become the primary sponsor of Stevenage FC which began with a ‘Stevenage Challenge’ social-first campaign but which set out to turn a team that plays in the fourth tier of English professional football into the biggest club in the world of online gaming world by encouraging and incentivising gamers to play EA Sports FIFA as Stevenage and then to sign the world’s biggest players for the virtual club (see case study).
Links:
Burger King
Stevenage Town FC
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