Burger King Rebrands to Burger Queen to Support a Woman's League
Ellen Smith — December 10, 2020 — Marketing
References: stevenagefc & adweek
In an effort to support a relatively unheard of woman's soccer team, Burger King is temporarily rebranding to 'Burger Queen.' The fast food chain is no stranger to obscure social media stunts, often taking big risks to engage its consumers. Its latest endorsement of the Stevenage Football Club -- a fourth tier league in the English Soccer League -- is doing exactly that, while making a statement for gender equality.
In doing this stunt, Burger King is sponsoring Stevenage FC women’s team under the same terms and conditions as the men's team, standing up against sexism in the sports league. To promote this sponsorship, Burger King temporarily rebranded its logo, and dropped an inspiring ad spot detailing the partnership.
Image Credit: Burger King
In doing this stunt, Burger King is sponsoring Stevenage FC women’s team under the same terms and conditions as the men's team, standing up against sexism in the sports league. To promote this sponsorship, Burger King temporarily rebranded its logo, and dropped an inspiring ad spot detailing the partnership.
Image Credit: Burger King
Trend Themes
1. Obscure Social Media Stunts - Opportunity to create engaging and viral content that captures the attention of consumers.
2. Gender Equality in Sports Sponsorship - Opportunity to challenge traditional gender roles and support female athletes in male-dominated sports.
3. Temporary Rebranding - Opportunity to generate buzz and create a unique marketing campaign by temporarily changing the brand identity.
Industry Implications
1. Fast Food - Opportunity for fast food chains to support local sports teams and promote their brands through unique sponsorship endeavors.
2. Sports Apparel - Opportunity for sports apparel companies to collaborate with fast food chains in creating limited-edition merchandise that promotes gender equality in sports.
3. Advertising - Opportunity for advertising agencies to create inspiring and impactful campaigns that challenge societal norms and promote diversity and inclusion in sports.
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