BK’s Plan Is ‘To Integrate Into Pop-Culture Moments That Transcend Sports’
By Matthew Lyle • June 8, 2015
Per SI’s Tim Layden: “Baffert … made a deal to allow a man in a Burger King costume to stand in his box during the race. (Baffert told me after the Preakness that he had been offered $150,000 to let the Burger King man near him for that race; the Belmont brought an undisclosed payment.)”
A representative for Burger King did not respond to a question about much Burger King paid to have a presence with Mr. Baffert at the Belmont Stakes. Instead, the fast-feeder offered the following statement that sounded straight off a creative brief:
“The interesting thing with the King is how BK demonstrates a new paradigm of sports marketing — and how the brand integrates into pop-culture moments that transcend sports. It’s not just about attaching a logo to an event — it’s about creating a moment that gets talked about organically.”