Amazon gaming service Prime Gaming has entered one of the more stranger deals in the industry, sponsoring English football club Stevenage F.C. for the next two years.
Competing in League Two, Stevenage F.C. are in the fourth tier of the English football pyramid, averaging a home-match attendance of 2,715 people in the 2018/2019 season.
Now, they’ve received a financial boost from the fourth biggest company in the world — Amazon — through Prime Gaming, a “premium experience” on Twitch that’s included in Amazon Prime memberships.
The two-year sponsorship agreement will see Prime Gaming’s logo front and center on the football club’s home and away kits, replacing the Burger King logo that was present in the 2020/2021 season.
Stevenage’s new kit, complete with Prime Gaming branding, will be debuted on July 23, 2021, when they face off in a friendly match against Crystal Palace.
“We are excited to partner with a club like Stevenage, that much like Prime Gaming, is ambitious, innovative and places an emphasis on being customer-obsessed,” said Prime Gaming’s general manager, Larry Plotnick.
“Stevenage has a great reputation for building a passionate and loyal community which aligns very much with our ambitions. As customer-focused organizations both serving passionate communities, we think this is a great fit.”
Burger King worked wonders as a shirt sponsor of Stevenage by making them popular in the football series FIFA, running an online campaign that encouraged players to upload their goals (while playing as the club) to social media for a chance to win food prizes.