STEVENAGE CHALLENGE

About the Work Brands pay millions to get soccer’s biggest players to endorse them. But Burger King realized they didn’t need to do that. A year ago, we found Stevenage F.C., a team at the bottom of English football’s lowest league and became their sponsors. Because we knew that if our logo was on their jerseys, our logo was going to appear in the biggest soccer videogame in the world: FIFA 20. We launched the Stevenage Challenge, where we invited gamers to sign the best players to the Stevenage team, score goals with them, and win free food from BK. Not only did we receive tens of thousands of UCG content with Cristiano Ronaldo, Messi, and Neymar wearing the Burger King logo (without having to pay them a penny), we turned a small team in real life into the biggest team online.