In the U.K., Everton is the last major soccer team to be sponsored by an alcohol brand (Chang beer). So pressure group Bigalcohol.Exposed, which highlights the business methods of the alcohol industry, decided to do something about it.
In a campaign by startup Swedish agency Round & Round, it started an Indiegogo campaign for a local Liverpool barber shop, Sean & Sean Burns, to outbid Chang for the shirt sponsorship. The group believes that sport sponsorship is one of the ways alcohol brands unfairly target chlildren, and decided that people would be more likely to support the cause if they had a local sponsor as an alternative. They'll need at least $23 million to do it, but the agency is hoping the #OutbidChang hashtag will catch on via social media and make this David versus Goliath venture a reality.