Communication at sporting events is typically built around messages that encourage participants to finish the race. Endurance, motivation, and the idea of “never giving up” form the foundation of most campaigns. This approach has long been the standard.

Burger King, however, took a different approach at the marathon held in Ghent, Belgium. Focusing on runners who dropped out of the race, the brand offered a free Whopper to participants who brought their race number. In doing so, it shifted the focus away from the concept of “never giving up” and toward a different aspect of the process.

This initiative stood out as an example that breaks away from the typical motivational language common in sports communication. By acknowledging those who didn’t finish the race as part of the process, this approach helped the brand gain visibility through a striking campaign.