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.
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The first step brings us back to the call between Stevenage’s CEO and Burger King. The English soccer league has four divisions and Stevenage was second to last in the lowest division. They shouldn’t be too picky about their sponsorship options. Besides, their colors are red and yellow. How convenient!
Stevenage’s Burger King-sponsored soccer jersey is available on “Kings of Soccer,” an online soccer game. The chain has a series of challenges within “Kings of Soccer” for its customers (and Stevenage fans), from scoring a goal to scoring on a corner kick while playing the game in the jersey.
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 ...
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.
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In June, Burger King announced it was sponsoring Stevenage Football Club, a soccer team in England's League Two—which is the fourth division of English footall (after the Premier League, the Championship and League One). It may have seemed odd at the time for a multinational marketer to be interested in such a small club.
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The average football fan may not be familiar with Stevenage, but many FIFA 20 players know just who they are. And this is partly thanks to a campaign by Burger King, a sponsor of the League Two club (English Fourth Division) that managed to make it the most used team in the EA Sports video game.
So by sponsoring the relatively unknown club, Burger King worked out that they'd also have their logo displayed on FIFA too - a video game that is played by millions of people worldwide.