Last year, the Burger King® brand announced it was sponsoring Stevenage FC, the fourth division men’s football club. The aim was to turn a real-world League Two team, into the biggest club in the online gaming world. Now, the home of the Whopper® wants to do the same with the club’s women’s team. To support inclusivity in the sport, the Burger King® brand is sponsoring the Stevenage FC women’s team under the same terms and conditions, and at the same level, as the men’s team.
As part of the sponsorship, Burger King created the Burger Queen® logo, symbolising the sponsorship of the women’s team of Stevenage FC. The new logo will be proudly displayed on the team’s kit throughout the 20/21 season and to celebrate the launch of the sponsorship, all Burger King® social channels have been updated. As well as this, the Stevenage Burger King restaurant is undergoing a makeover later this week and rebranding to ‘Burger Queen®’.
Playing for Stevenage FC is hard. Playing for the women’s team shouldn’t be harder. To show support, fans can purchase the limited-edition Burger Queen kit from the official Stevenage FC store at stevenagefc.com.
The campaign was created by David Madrid with UK Social Media agency Coolr managing the activation socially.
“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 Soco Nunez, Marketing Director of Burger King® UK. “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.”
“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,” said Stevenage FC CEO Alex Tunbridge. “The sponsorship from Burger King® will be used to help grow the women’s program and support the team”.
At Burger King UK, diversity is a core value. The brand believes that a wide range of diverse voices and perspectives makes them stronger. Therefore, they have developed and launched an Equality and Diversity Policy which applies to every aspect of employment at the company, and continue to work alongside an independent diversity specialist from BITC*, to support in the development of their longer term diversity and inclusion strategy. Next year, Burger King UK will roll out their diversity training module, which aims to reduce discrimination of any kind regardless of gender, race or sexual orientation.
Stevenage FC is an English football club from the town of Stevenage in Hertfordshire. It was founded in 1976 and plays in League Two. Burger King has been the official sponsor of this English team since 2019.