Crewe Aleksandr: Famous Football Club Re-Named in Celebration of Landmark New Partnership Between Compare the Market and the EFL

In celebration of Compare the Market becoming an official partner of the English Football League (EFL), League Two club Crewe Alexandra has been re-named “Crewe Aleksandr”, with Compare the Market’s famous meerkat becoming the face of the club for the opening week of the new EFL season.

Rumours first started swirling when Aleksandr was spotted fitting a “Crewe Aleksandr” sign at Crewe’s Mornflake Stadium alongside fans and club legend, Dean Ashton. Snapped in the act, the image in question had supporters from Crewe and the wider football community speculating as to what Aleksandr’s presence was all about…

Compare the Market, the EFL and Crewe Alexandra can now reveal that the “Crewe Aleksandr” re-naming will span the duration of the season’s opening week to mark the beginning of a landmark new partnership that will celebrate and reward fans across the EFL’s 72 clubs and communities.

The partnership’s first season will be packed with moments that celebrate the EFL’s famous clubs and proud fanbases, while offering exclusive rewards and monthly prize draws to fans via the Compare the Market app, and generating support for football communities through funding initiatives.

With Compare the Market’s much-loved meerkats at its core, the partnership will celebrate what EFL fandom means to different clubs and communities across the pyramid, and will support the local teams and supporters that put the soul into football.

Tom Wallis, Chief Customer Officer at Compare the Market, said:

“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. We can’t wait for fans up and down the country at the 72 clubs to see the exciting plans we’ve got in store for matchdays and more. Partnering with Crewe Alexandra to put our very own fan-favourite, Aleksandr, into the EFL conversation for the season’s opening week has been a lot of fun.”

Ben Wright, Chief Commercial Officer at the EFL, said:

"Compare the Market is one of the UK's most recognisable and trusted consumer brands, and we are delighted to welcome them as an Official Partner of the EFL. Their reach, profile and originality make them an excellent fit for our competitions and our Clubs.

“Through this partnership, we look forward to bringing supporters closer to the game through distinctive rewards, engaging activations and experiences that reflect the personality and reach of the EFL - beginning with a launch moment designed to bring the partnership to life.

“Renaming Crewe Alexandra as 'Crewe Aleksandr' is a light-hearted way to launch the partnership and gives supporters an early taste of the fun and creativity they can expect across all 72 Clubs throughout the season."

Dean Ashton, Crewe Alexandra legend and broadcaster, said:

“As a former player and now a pundit myself, I know what EFL football is all about. Compare the Market is tapping into what fans care about and there are going to be lots of fun moments to come, starting with the renaming of my beloved Crewe Aleksandr to kick things off!”