Inside Sponsorship

We’ve 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 King’s 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 wasn’t driven by COVID-19 or necessity. It was driven through vision and creativity, and, as our guest phrases it later on in the show, “a leap of faith”, to pull off a truly brilliant activation. One of the reasons it was so brilliant was because the opportunity was right under so many people’s noses, yet so many didn’t see it. The activation is both amazing in its boldness yet so jarringly simple. Tap into the already huge, but growi