Crewe Alexandra temporarily rebranded to Crewe Aleksandr under new EFL partnership
Compare the Market brings famous meerkat to English football
Crewe Alexandra has been temporarily renamed "Crewe Aleksandr" to mark the beginning of a new partnership between Compare the Market and the English Football League (EFL).
The rebranding features Compare the Market’s famous meerkat, Aleksandr, as the face of Crewe Alexandra for the opening week of the new EFL season.
Rumours began to circulate when Aleksandr was spotted fitting a "Crewe Aleksandr" sign at Crewe's Mornflake Stadium, alongside fans and former football player Dean Ashton.
The partnership, spanning the EFL's 72 clubs, aims to celebrate and reward fans while supporting football communities through funding initiatives.
Fans can look forward to exclusive rewards and monthly prize draws available via the Compare the Market app, designed to enhance their matchday experiences.
Tom Wallis, Chief Customer Officer at Compare the Market, expressed pride in joining the EFL: “We’re so proud to become a partner of The EFL and have the privilege to be able to support and celebrate the communities who make football so special."
Ben Wright, Chief Commercial Officer at the EFL, welcomed Compare the Market, stating: "Their reach, profile and originality make them an excellent fit for our competitions and our Clubs."
The partnership promises engaging activations and experiences that reflect the vibrant personality of EFL clubs, with Crewe Alexandra's fun rebranding offering fans a preview.
Dean Ashton, a Crewe Alexandra legend, shared enthusiasm for the partnership, emphasising its potential to resonate with what fans care about.
The collaboration brings one's favourite meerkat into the English football conversation, adding a playful touch at the season’s start.