Burger King's decision to become the front-of-shirt sponsor for League Two side Stevenage in 2018 has paid off after their bold plan to go virtually viral succeeded beyond all expectations.

Despite the club languishing at the bottom of the professional pyramid in England, Stevenage do make the cut in each edition of the video game FIFA.

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That's where Burger King saw their chance for some unlikely exposure as they got their logo on Stevenage's jersey to ensure it also appeared in the EA Sports game.

From there, they created The Stevenage Challenge that encouraged gamers to play with the club, sign big-name players and share any success on social media.

To date, it's safe to say the marketing ploy has worked a treat with over 25,000 goals scored by Stevenage posted online and the team quickly becoming the most used in FIFA's career mode.

The likes of Lionel Messi and Mohamed Salah have all also been signed by players taking part in The Stevenage Challenge, meaning Burger King have somehow ended up on the virtual shirts worn by football's biggest stars.

“You haven’t heard of Stevenage Football Club, right? Well, neither had we but we realised that even though they’re at the bottom of England’s fourth division, they were going to be appear in the same video game that all the expensive players were going to be in. And that’s when, almost two years ago, we decided to sponsor Stevenage,' a Burger King spokesperson said on a video posted on Twitter.

'Because if we put our logo on their real shirt we would definitely have our logo in the game. Introducing The Stevenage Challenge.

'Gamers around the world immediately started Stevenage. Signing the best players to our team and playing with them. For every goal they shared on Twitter we gave them rewards.

'The news took the gaming community by storm. Just like that our small team in real life turned into the biggest team online.”

Fifa 21 Burger King Kit

According to Burger King, Stevenage's jerseys sold out for the first time in their history as a result of the ingenious marketing ploy.

Burger King Specials

The club are lucky to still be in League Two after finishing 23rd out of 24 teams last season and only avoided relegation after Bury's expulsion from League One meant just bottom-side Macclesfield Town dropped down to the National League.

Stevenage have begun the new season with one win and one draw from their first two league games and continue to have the Burger King logo on the front of their shirts.

View our online Press Pack. How Burger King Is Using FIFA 20 to Make a Tiny English Team a Big Deal. The fast-food giants cleverly tapped into the FIFA 20 world, offering free Whoppers and chips in return for gamers completing in-game challenges, while playing as the The Boro. You may think that these players all play for different teams, but when Burger King became the front-of-shirt sponsor for League Two side Stevenage in 2018 it… co-founded by ex-Juventus and Chelsea striker Gianluca Vialli. Stevenage recently sold out their jerseys for the first time in history Burger King made a whopper of a move by sponsoring perennial League Two cellar-dweller Stevenage. By offering free food such as the company’s trademark Whoppers in return for gamers completing in-game challenges, while playing as as Stevenage - the club received a huge spike in interest from fans and gamers around the world. The allure of being on such an illustrious game - and the opportunities that brings - for the price of a League Two shirt sponsorship fee was central. So when Burger King approached them for shirt sponsorship and an online campaign incorporating the Fifa game, things seemed to fit. Burger King praised for genius 'Stevenage Challenge' marketing campaign Burger King called it the Stevenage Challenge Fast food chain Burger King were praised on Wednesday for an ingenious marketing campaign which saw League 2 side Stevenage become FIFA 20 Career Mode's most used team as a result of their sponsorship of the club. IN the summer of 2019, Burger King made the astonishing move to sponsor lowly League Two club Stevenage FC. Marcelo Pascoa, their global head of grand marketing, revealed the group were passionate 'not only for the big teams, but also for the smaller ones that are poised for something big'. In October 2019 the 'Stevenage Challenge' was launched, encouraging people to play as Stevenage on Fifa and upload their goals to social media to win food prizes. all to get their logo in FIFA 20. 'We always thought that we could do something powerful by putting together the world of gaming and real sports - almost bridging the digital and analogical worlds with an idea,' Machado said. 'If you're a crazy soccer fan that loves playing Fifa, it doesn't bother you to play with Stevenage, even if you're not a Stevenage fan, because we all cheer for the underdog and it's an underdog club,' he told BBC Sport. Fernando Machado is global chief marketing officer at Restaurant Brands International, which owns the burger restaurant brand, and was behind the campaign. Now, real-life Stevenage have sold out all their club shirts, are the most played FIFA 20 team on live streaming platform Twitch, and are known around the world. 'This gave us the chance to have a global platform. 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. Farmers Insurance Open 2021: Tee times, TV channel, live stream, prize money. To inquire about a licence to reproduce material, visit our Syndication site. But Burger King realized that they didn’t need to do that. When Burger King paid Stevenage a reported £50,000 to sponsor the club, they knew exactly what they were doing. Burger King’s sponsorship of Stevenage FC is a partnership that complements the brand’s personality and comms, because it takes the opportunity to support a little guy who could do with a boost. Burger King se convirtió en el patrocinador del Stevenage, de la EFL League Two, hace apenas unos meses, de cara a la presente temporada 2019/20. 'The Sun', 'Sun', 'Sun Online' are registered trademarks or trade names of News Group Newspapers Limited. Thanks to FIFA, Stevenage FC bagged themselves a heavyweight sponsor in American Fast-Food Brand, Burger King, There were benefits for both sides - Stevenage gained notoriety and secured a nice monetary deal, whilst Burger King used them as a marketing campaign via EA's FIFA Career Mode. That turned out to be just one part of Burger King's marketing strategy. With average crowds of less than 3,000 and the likes of Arsenal, Tottenham, West Ham and Watford nearby, attracting new fans is difficult. News Corp is a network of leading companies in the worlds of diversified media, news, education, and information services. Brands pay millions to get soccer’s biggest players to endorse them. Golf. The idea was to encourage gamers to play as Stevenage in FIFA, wearing one of two Burger King-sponsored kits, and to complete challenges in the … We had something like 1.2 billion impressions on the campaign,' Tunbridge said. Now, real-life Stevenage have sold out all their club shirts, are the most played FIFA 20 team on live streaming platform Twitch, and are known … But, before then, you have to wonder what they have up their sleeves for this year. For the first time in the club's history, they sold out all of their shirts - priced at £42.99 a pop. The upshot from such a stroke of marketing genius is that humble Stevenage have now sold out all their club shirts at £42.99 a pop, are the most played FIFA 20 team on live streaming platform Twitch, and are known around the globe! To see all content on The Sun, please use the Site Map. 'It actually shows the digital space is now worth more than what you have in real life. Tunbridge says Stevenage received 'quite a lot of backlash' when the sponsorship deal was announced but 'felt there was a balance' to the partnership with a fast food brand as the club 'promote being fit and active'. The Stevenage x Burger King … Barcelona, Real Madrid, Liverpool, Manchester United, Stevenage. Is there more to come from this unlikely partnership? As an IP lawyer fascinated by the interaction between sports, esports and gaming, it is no surprise that the story of Burger King’s Stevenage FC campaign caught my eye. Last week, fast-food chain Burger King was praised for their ingenious marketing campaign. 'This gave us the chance to have a global platform. 679215 Registered office: 1 London Bridge Street, London, SE1 9GF. How to get into football - the most popular sport in the world, with clubs and facilities throughout the UK. 'The value of being in that game is phenomenal - it's probably a value that a lot of clubs and brands haven't realised.'. 'But even then I don't even think a fourth round tie at Manchester United would've got the engagement we've received. This service is provided on News Group Newspapers' Limited's Standard Terms and Conditions in accordance with our Privacy & Cookie Policy. And no it isn’t McDonalds or KFC that has produced this marketing master stroke, it’s Burger King that has become the talk of the town. With free grub on offer, it's no surprise the global campaign that was launched across the USA, China, Mexico, Brazil, UK, France, Germany, Russia, Sweden and Spain was a big success. And it launched little Stevenage FC into the stratosphere. Stevenage FC, the biggest online club on earth. So when Burger King approached them for shirt sponsorship and an online campaign incorporating the Fifa game, things seemed to fit. Stevenage FC CEO Alex Tunbridge stated “We are delighted to be working in partnership with Burger King on the Stevenage Challenge which is an innovative concept that aims to turn the Club into the biggest online team through the power of video gaming and social media.' Outside the game, Burger King uses FIFA footage to explain its sponsorship of Stevenage. So when Burger King approached them for shirt sponsorship and an online campaign incorporating the Fifa game, things seemed to fit. The genius piece of … 'We were quite keen to rip things up and try a new way of doing things,' Stevenage chief executive Alex Tunbridge told BBC Sport. The 'Stevenage Challenge' targets FIFA 20 players with offers of free food. Get latest scores and headlines sent straight to your phone, sign-up to our newsletter and learn where to find us on online. They partnered with the creatives at DAVID The Agency and came up with ways of drawing attention to the Hertfordshire side, who draw around 2,700 fans to their Lamex Stadium. They became the most used team in Career Mode and on Twitch, with players adding the likes of Lionel Messi, Cristiano Ronaldo and Mo Salah to their virtual club. Check out the great selection of films streaming now on BBC iPlayer, Stream the coverage of MMA Bellator 255 live and exclusive on BBC iPlayer, Stevenage are building a reputation for doing things differently - they no longer produce a physical matchday programme, instead offering a digital version, and last year sold shares through a sports investment company. 'What went viral this week and at the end of last year was a big success for us but I think that there's so much more possibility to do even more than that.'. Burger King began sponsoring Stevenage in 2019 Credit: Rex Features. Burger King sponsors Stevenage FC, beginning their sponsorship of the fourth-tier team at the beginning of the 2019/20 season. Burger King has a brilliant marketing campaign which puts its logo on the shirt worn by football stars such as Ronaldo, Messi, Neymar, Mohamed Salah and Kylian Mbappé. Earlier this year, Burger King announced it was sponsoring Stevenage, a … It may have seemed odd at the time for a multinational marketer to be interested in … At the time of publishing, Stevenage is currently in last place in League 2 of the English Football League, making them the most ‘underdog’ team in UK professional football. For the 19/20 football season they sponsored Stevenage F.C. Some play FIFA Ultimate Team. The latest rumours and stories from around the world of football. The fast-food giants cleverly tapped into the FIFA 20 world, offering free Whoppers and chips in return for gamers completing in-game challenges, while playing as the The Boro. At first glance, it seems bizarre for a global brand like Burger King to support a club like Stevenage; however, the King had another plan. Analysis and opinion from our chief football writer. Burger King had an equally quirky sponsorship deal with Spanish La Liga side Getafe a decade ago - and spoke to a few clubs before settling on Stevenage - but why were the fourth-tier strugglers the chosen ones? Now if you haven’t heard of Stevenage before, don’t worry you’re not alone. We all enjoy our casual FIFA sessions. 'Turn a small team in the real world into the biggest team online' was the strapline and the campaign playfully made use of Stevenage's one star rating on the FIFA game. 'We are always searching for ideas that will make the sponsorship bigger than just putting money behind a logo on a jersey.'. Read about our approach to external linking. But what was behind the partnership which led to a mustard and ketchup inspired away kit and social media figures bigger than 'even a fourth round FA Cup tie at Manchester United would've got'? In October 2019 the ‘Stevenage Challenge’ was launched, encouraging people to play as Stevenage on Fifa … Last updated on 29 September 202029 September 2020.From the section Stevenage. Stevenage are building a reputation for doing things differently - they no longer produce a physical matchday programme, instead offering a digital version, and last year sold shares through a sports investment company co-founded by ex-Juventus and Chelsea striker Gianluca Vialli. 'They are an edgy brand in terms of marketing, which is why we thought it'd work quite well.'. Stevenage has become a real phenomenon among fans of the FIFA 20 'career mode'.And it all started with a campaign by Burger King, the sponsor of this humble League Two side.. During the season, the fast-food giant launched a social media challenge for users to choose this English Fourth Division team and share every goal they score with them on Twitter. As a result, Stevenage FC ultimately built up a cult following in the gaming world and Burger King's logo was being seen by millions on the weekly basis. 'It's PR that you couldn't buy as a League Two club, unless you reach the third or fourth round of the FA Cup. A plan was hatched to use FIFA 20, where virtual Stevenage players could unlock special Burger King deals by completing challenges and uploading the video to Twitter. Football news: Burger King and Stevenage, FIFA career mode, reaction. ‘The Stevenage Challenge’ saw League 2 side Stevenage become FIFA 20 Career Mode’s most used team. Challenges included 'A Nutmeg for Nuggets' and 'Impossible for Impossible Whopper', as the gamers (wearing official Stevenage jerseys) happily shared their clips online in return for food and free delivery.

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