The Advertising Apprentice

July 23, 2009

Taking Sports Sponsorships to a Whopping New Level

Filed under: Advertising — adamlauzon @ 12:46 AM
Tags: , , ,

Just came across the following story and more importantly, pictures of a Spanish soccer team that has signed a deal reportedly worth $1.8 million US to be sponsored by the makers of the Whopper, Burger King.

The team called the Getafe C.F., their nickname is The Dark Blues, plays out of a suburb in the metropolitan Madrid area. Last year Getafe finished 17th in their league, so the front-office must be desperate to generate buzz for the team given that the on-field product is lacking. So when you’re desperate for some publicity and want to make a promotional splash who do you turn to? The same people that brought us a Whopper-scented fragrance, that’s who!    

Words can’t be used to describe this. I feel so bad for the players of the team. Looking at the picture above, maybe one or two of them actually look happy to be wearing those uniforms! Out of embarrassment you may see scoring down if this is what the celebration will look like!!
Sports and marketing bloggers alike are having a field-day (pun intended) with this promotion. I had to search through literally dozens upon dozens of websites to find a credible source to link to. 

As much as people, like myself, are criticizing this, it is turning out to be a successful promotional “stunt”. Now it may not result in you heading out to Burger King the next time you’re hungry, but you can’t argue with the name/brand recognition it’s creating for Burger King all over the world.
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2 Comments »

  1. This is great! Sports sponsorship, especially in European soccer is often quite absurd (Manchester United, arguably one of the most successful soccer clubs in the world, is sponsored by AIG…) And I didn't know they had a Whopper fragrance…whoever thought of that idea just stinks (pun intended)

    Comment by bgaronce — July 23, 2009 @ 11:54 AM | Reply

  2. Ahh, Burger King. ‘Nuff said.

    Comment by Kim Donaldson — July 30, 2009 @ 8:13 AM | Reply


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