Burger King | Marketing

Advertising for equal rights

Burger King sponsors the women's and men's team of British Stevenage FC financially in equal measure.
Burger King
Burger King sponsors the women's and men's team of British Stevenage FC financially in equal measure.

Last year, Burger King announced its entry as a jersey sponsor for the British four-league football team Stevenage FC. Now the brand is expanding its sponsoring activities to the club's women's team.

According to its own statement,Burger King supports the club's female footballers to the same financial extent and under the same conditions as the men's team. "The aim of sponsoring is not to play for titles, but to send a strong signal of equality to society," the company says. Unfair career opportunities and the gender pay gap are still omnipresent for many women, the company continues.

"We are convinced that innovation and performance in companies and society benefit from diversity in all its forms," says Cornelius Everke, Managing Director of Burger King Deutschland GmbH. "For us, the question of whether King or Queen should not determine opportunities for advancement - neither in football nor in everyday life. Therefore, we would like to draw attention to the topic of gender-independent equality with #GreaterTogether.
About Burger King
Founded in 1954, Burger King is now the second largest fast food hamburger chain in the world. 18,200 restaurants in 100 countries and US territories currently belong to the chain. Almost 100 percent of BK restaurants are managed by independent franchisees. Many restaurants are owned by families who have been in business for decades, they say. In the current foodservice Top 100 Ranking of the largest gastronomy companies in Germany, Burger King is in second place with net sales in 2019 of 985.0 million euros (estimated) and 750 restaurants.

With the hashtag #GreaterTogether and a logo change to Burger Queen on its own social media channels, Burger King wants to draw attention to gender equality and set an example against unequal treatment.
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