Recently, there have been a fair few people who have gotten in touch to let us know that theyāve enjoyed an episode from the past. So, we thought it would be a good idea to round the year out by re-running three of our most popular episodes.
Weāve all seen some great examples of sponsorships adjusting, doing something different, and really creative activations this year because of COVID-19. A lot of those have been driven by necessity.
Probably the most talked about activation of 2020, however, has been Burger Kingās sponsorship of Stevenage FC, who, at the time of the sponsorship, in 2019, were last in the fourth division of English football. It left many people scratching their heads.
It is, of course, the sponsorship that ultimately gave us the hugely successful Stevenage Challenge.
This amazing partnerhsip wasnāt driven by COVID-19 or necessity. It was driven through vision and creativity, and, as our guest phrases it later on in the show, āa leap of faithā, to pull off a truly brilliant activation. One of the reasons it was so brilliant was because the opportunity was right under so many peopleās noses, yet so many didnāt see it.
The activation is both amazing in its boldness yet so jarringly simple.
Tap into the already huge, but growing, eSports market, specifically FIFA. Tap into the underdog status and fairytale storyline of them winning. Tap into the desire for people to share their gaming highlights online. Tap into the fact that everyone loves an easily accessible giveaway, especially fast food.
The results have been absolutely amazing and driven directly from the 1.2 billion impressions that Burger Kingās shirt sponsorship, of Stevenage FC, has produced through the Stevenage Challenge on FIFA. Furthermore, those commercial outcomes and further opportunities are both online and offline.
Alex Tunbridge is the Chief Executive at Stevenage FC and he joins us in this episode to take us inside Burger Kingās sponsorship of his club.
We also hear from Daniel Collier-Hill, KOREās Commercial Director ā APAC, who joins us to discuss the blog which outlines 3 Things That Will Provide Both Short and Long-term Benefits to Sponsorship Managers.
Enjoy.
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