The home of the Whopper is sponsoring Stevenage FC Women team at the same level as its famous sponsorship of the men’s team.
The campaign, which transforms the Burger King logo to read Burger Queen, is a follow-up to a popular campaign that hacked FIFA20 for a fan challenge.
The launch video highlights some of the stigmas and challenges women's football faces, with a message that playing for Stevenage FC Women should be no harder than playing for the men's team.
The new logo will be displayed on the women's team kit throughout the 20/21 season and all Burger King social channels have been updated. The Stevenage Burger King restaurant is also undergoing a makeover and rebranding to Burger Queen.
Fans can purchase a limited-edition Burger Queen kit from the official Stevenage FC store.
The campaign was created by David Madrid, with UK agency Coolr managing the social activation.
“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,” said Burger King UK marketing director Soco Nuñez.“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.”
Stevenage FC chief executive Alex Tunbridge said the Burger Queen sponsorship will be used to “help grow the women’s programme and support the team”.
“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,” Tunbridge said.
Burger King sponsors the men's team and recently ran a campaign reaching millions of FIFA20 players worldwide through free burger promotions that encouraged gamers to make ‘The Boro’ their team of choice. It was widely acclaimed as one of the top sports marketing campaigns of the past year.