Burger King Becomes Burger Queen to Sponsor an Obscure Women’s Football Team

BK’s 2019 sponsorship led to the social media stunt, the “Stevenage Challenge”, that encouraged gamers to play the club on the FIFA EA Sports game, sign big-name players and share their successes on social channels. (The campaign won a One Show award for its originality.)

Now, the Stevenage women’s team is getting a similar treatment, and Burger King is even altering its logo to support inclusivity in the sport. The brand is sponsoring the Stevenage FC women’s team under the same terms and conditions, and at the same level, as it did the men’s team.

A video spot shows the entrance sign to the Stevenage stadium, with a matchup board that changes to show all the odds against the team—like Stevenage visitors, bad weather, pandemic, odds, budget and haters. The text states, “Playing for Stevenage FC is hard. Playing for the women’s team shouldn’t be harder.” Cut to a player donning the new jersey with the Burger King logo changed to Burger Queen.

The new logo will be displayed on the team’s kit throughout the 2020/2021 season and to celebrate the launch of the sponsorship. All Burger King social channels have been updated. In addition, the Burger King restaurant in Stevenage (29 miles north of London) is undergoing a makeover and rebranding to Burger Queen.

“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,” said Soco Nunez, marketing director of Burger King UK.

Fans can order the limited-edition kit on the Stevenage FC site.