Bovril has partnered with former England footballer and Bovril superfan, Peter Crouch, for a sponsorship with Sky Bet League One club, Burton Albion otherwise known as ‘The Brewers’.
The collaboration will see Bovril become the Official Hydration Partner to ‘The Brewers’, the team local to Unilever’s Burton-Upon-Trent factory, where Bovril has been produced for more than 55 years.
The investment is designed to raise brand awareness and drive trial in the football stadium—and will serve as a launch pad for ongoing activity over the coming year, including further football focused campaigns, and in-store.
The brand is investing in a new campaign, Warming the Terraces, featuring Crouch which highlights Bovril’s brand heritage whilst putting a twist on sports hydration.
The Bovril logo will also prominently adorn Burton Albion’s home and away kits for the remainder of the England Football League season.
Marketing director nutrition at Unilever UK&I, Georgina Bradford, said: “With this Bovril twist on a sports hydration sponsorship and our partnership with football legend Peter Crouch, we are reminding people about Bovril and recruiting new, young adult beef drinkers in the process.
“When consumers are turning to coffee and tea to keep them warm in the depths of winter football, we are taking this opportunity to remind fans that Bovril has been at the heart of football since the start. Bovril has a deep history with football fans, and this collaboration allows us to engage with them in a unique way, while bringing the story of the brand to life through Peter, arguably the brand’s biggest fan.”
Crouch, an avid Bovril enthusiast, added: “This is the one I wanted. Followers of my podcast will know how much a fan of Bovril I am, I used to enjoy a cup with my dad on the terraces when growing up, and Bovril holds a special place in British culture. I’m looking forward to taking football fans on an entertaining journey through its rich history.”
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