Burger King
Stevenage Challenge
While sponsorship deals in football have seen outrageous increases, Burger King became the front-of-shirt sponsor of an obscure 4th division club. The goal: make them the world's most popular team in Fifa 20. For that, the brand launched the 'Stevenage Challenge' inviting players to select Stevenage FC, complete a series of challenges and share videos for a chance to win prizes. A challenger brand backing the underdog, Burger King saw Stevenage reach cult status, becoming the most used team in 'career mode', while jerseys sold out IRL.