Fast food chain Burger King has partially rebranded as ‘Burger Queen’ in support for the Stevenage FC women’s team.
Last year, the American company signed a sponsorship agreement with League Two side Stevenage, who were struggling in the basement tier of the English Football League (EFL). The club looked set for relegation until rivals Macclesfield Town were dealt a points deduction, offering Stevanage a reprieve.
In October 2019, Burger King launched the ‘Stevenage Challenge’, a FIFA video campaign, which encouraged football fans across the globe to play as Stevenage on the EA Sports video game and post their goals on social media in exchange for tasty treats. The partnership drew overseas interest in the team that were at the foot of the fourth tier and on the brink of relegation.
The project won a One Show award for its creativity and originality, engaging a whole new international fanbase and increasing the club’s revenue through shirt sales.
Now, it has now announced that it has signed a deal with Stevenage’s female counterparts and will change its logo to a ‘Burger Queen’ as part of the contract, which will provide the men and women’s teams with equal sponsorship.
“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,” remarked Alex Tunbridge, Stevenage CEO.
“The sponsorship from Burger King will be used to help grow the women’s program and support the team.”
Burger King has released a new advertisement in collaboration with the women’s team, which is a member of the FA Women’s National League South East Division, promoting the new agreement.
The video, uploaded to both Burger King and Stevenage’s official YouTube channels and social media feeds, shows the scale of adversity that the club has overcome, including odds, budget, haters, reputation and expectation.
“Playing for Stevenage FC is hard. Playing for the women’s team shouldn’t be harder,” the clip states at the end.
Burger King will act as the primary shirt sponsor for the women’s team, with the new ‘Burger Queen’ logo to be embossed on the front of its jerseys.
Burger King UK’s Marketing Director, Soco Nunez, commented on the deal: “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.
“The women’s team faces the same challenges and hurdles as the men’s team and it’s only fair that it receives the same support from our brand with an equal sponsorship.”