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Commercial

Burger King Completes Successful Two-Year Partnership with Stevenage FC

21 May 2021

Jim Steele

In June 2019, Stevenage Football Club signed a two-year agreement with Burger King, an unlikely yet unique collaboration between two brands seeking to change the way sponsorship rights were activated...

Two years on and the Club has become the most played team on EA Sports FIFA video game series, increased its replica shirt sales by 300% and is now a Club known by millions of people across the world.

Back in June 2019, the Club launched its eye catching kits which featured the burger chain’s iconic logo for the first time, turning heads and creating a social media frenzy.

What followed was a Clio Award winning activation led by the renowned David Agency, the Stevenage Challenge. Activated in 13 countries, gamers were encouraged to score goals in a Stevenage FC kit on EA Sports FIFA and in return received free food items. With 1.6 billion campaign impressions and $2.5 million of earned media, Stevenage FC became the most used team in the game worldwide.

In September 2020, Burger King turned their attention to Stevenage FC Women, collaborating with an equal rights sponsorship deal which saw the burger chain change their logo to Burger Queen and place it on the front of a shirt for the first time. The branding of the local restaurant was changed to mirror the front of shirt and plaudits were received from across the globe once again.

Speaking about the partnership, CEO Alex Tunbridge stated, "When we signed the agreement two years ago we knew it would be big for the Club however, we did not expect the level of its impact across the globe to be as big as it has been.

To turn the Club from a small team in the real world to the biggest online is a phenomenal achievement by all those involved, and one which now makes us an attractive Club to work with on a commercial level".

The Club will now work with interested parties to develop the strong platform within the market which has been created by the Burger King partnership, with the intention to deliver future creative activations.

The Club welcomes any interested parties to email their interest at info@stevenagefc.com.

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