Burger King Turns its Jersey Deal Inside Out...
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Are you looking for new ways to maximize a jersey sponsorship? Are you looking for creative ways to leverage partnerships in the game of soccer?
Brands looking to derive incremental value out of their jersey sponsorship deals should consider benchmarking a tactic recently implemented by Burger King overseas.
After signing on as an official sponsor of the Spanish soccer club Getafe (a 1-year, $1.8MM agreement), Burger King made a splash in the sports marketplace when it revealed the team's new branded soccer kit.
While soccer clubs traditionally sell the front section of their home/away jerseys to signature jersey sponsors, Burger King took their team apparel branding to the next level. The QSR chain decided to feature an upside down picture of the King on the inside of the jersey so when the team's players pull their shirt over their heads after scoring a goal, it will appear as if The King (e.g. Burger King) is taking part in the celebration... an extremely clever idea!
Take a minute to check out some pictures of Getafe's new soccer kit below:
Burger King's jersey sponsorship wouldn't have been complete without clear instructions for Getafe players on how to execute the preferred goal celebration:
