• Lifebuoy becomes Official Hygiene Partner of the EFL, incorporating all 72 clubs from the Sky Bet Championship, League One & League Two.
• EFL and Lifebuoy to provide EFL clubs with financial support to purchase hygiene products in preparation for the return of fans to grounds across the country.
• The world’s number one hygiene soap1 brand will also work with the EFL’s community programmes to provide children with hand sanitiser packs next season.
The EFL has today agreed a multi-year partnership with Unilever brand Lifebuoy, the world’s number one hygiene soap1 brand, as the League continues to prepare for the safe return of fans to EFL fixtures.
The agreement sees Lifebuoy become the ‘Official Hygiene Partner’ of EFL, with activity commencing at Sunday’s 2021 Carabao Cup Final. The competition’s showpiece final at Wembley Stadium marks an important day for the EFL and football, as 8,000 people, including 4,000 club supporters make their way back through the turnstiles as part of the Government’s Event Research Programme.
The partnership includes branding at Sunday’s final between Tottenham Hotspur and Manchester City alongside perimeter signage, programme advertising and presence of Lifebuoy TVCs on big screens across all 72 EFL Club grounds. Lifebuoy will also have access to tickets for use in consumer promotions, extensive digital and social media rights and access to players over the course of a season.
Lifebuoy will further leverage the community of the EFL’s 72 clubs, with 36.6million people living within 10 miles of an EFL ground, to deliver key hand hygiene messaging and collateral to help ensure a safe return of fans to stadia across the country.
Before the pandemic over 18 million supporters made their way through EFL turnstiles and as the League prepares for their safe return, Lifebuoy will be providing all clubs with vouchers to purchase a range of sanitising products for fans to utilise when attending fixtures.
A commitment from Lifebuoy to support the EFL’s ‘Utilita Kids and Girls Cup’ community competitions will also allow the next generation of players to continue their development under the coaching and guidance of their local EFL club.
EFL Chief Commercial Officer, Ben Wright said: “It remains the number one priority of the EFL to ensure fans return in full to EFL fixtures as soon as possible, with an important step being made on Sunday when at the Carabao Cup Final Club supporters are allowed back through our turnstiles for the first time this year as part of the Government’s Events Research Programme.
“Part of our ongoing work in this area is ensuring our stadia in England and Wales are ready to safely welcome back fans and our newly announced partnership with Lifebuoy will provide financial support and practical assistance to all EFL Clubs who are busy making preparations ahead of season 2021/22.
“I’d like to thank Unilever and the Lifebouy team for their commitment at this challenging time and the EFL, alongside its membership, looks forward to working closely together as we emerge from the pandemic and a return to more familiar matchday operations.”
Benoit Roger-Machart, Lifebuoy Marketing and Business Development Director, Unilever UK & Ireland, commented: “With football games being played behind closed doors for nearly a year, fans are keen to get back to attending live matches. We all need to play our part in keeping people safe and one of the easiest way to do this is to use hand sanitiser which is why at a time when lower league clubs have been facing challenges because of the pandemic, we’re proud to provide free product to allow them to bring their fans back to the terraces in the safest way possible.”
Lifebuoy’s partnership with EFL is in addition to the domestic partnerships announced with England Cricket & their new innovative competition, The Hundred, as well as provision of hand sanitiser at this year’s Royal Ascot meet, from 15-19 June.
–ENDS–
For further information, please contact:
Lifebuoy: Tom Ainscough, +44 (0) 782 485 7549, Tom.Ainscough@csm.com EFL: Scarlett Smith, +44 (0) 796 490 5654, SSmith@efl.com
About Unilever
Unilever is one of the world’s leading suppliers of Beauty & Personal Care, Home Care, and Foods & Refreshment products, with sales in over 190 countries and products used by 2.5 billion people every day. We have 149,000 employees and generated sales of €50.7 billion in 2020. Over half of our footprint is in developing and emerging markets. We have around 400 brands found in homes all over the world – including iconic global brands like Dove, Lifebuoy, Knorr, Magnum, OMO and Surf; and other brands such as Love Beauty & Planet, Hourglass, Seventh Generation and The Vegetarian Butcher.
Our vision is to be the global leader in sustainable business and to demonstrate how our purpose-led, future-fit business model drives superior performance. We have a long tradition of being a progressive, responsible business. It goes back to the days of our founder William Lever, who launched the world’s first purposeful brand, Sunlight Soap, more than 100 years ago, and it’s at the heart of how we run our company today.
The Unilever Compass, our sustainable business strategy, is set out to help us deliver superior performance and drive sustainable and responsible growth, while:
- improving the health of the planet;
- improving people’s health, confidence and wellbeing; and
- contributing to a fairer and more socially inclusive world.
While there is still more to do, we are proud to have been recognised in 2020 as a sector leader in the Dow Jones Sustainability Index and – for the tenth-consecutive year – as the top ranked company in the 2020 GlobeScan/SustainAbility Sustainability Leaders survey.
For more information about Unilever and our brands, please visit www.unilever.com.
About Lifebuoy
Lifebuoy is the world’s number one hygiene soap1, sold in nearly 60 countries. Through the Lifebuoy brand, we aim to make a difference by creating quality, affordable products and promoting healthy hygiene habits. Since 2010, we have reached over 1 billion people through our handwashing programmes.
The desire to be clean, active and healthy is intrinsic to everyone – irrespective of age or economic status. We understand this and Lifebuoy soap has championed the cause for better health through hygiene for more than a century.
An inspiring vision for more hygienic, healthier and ultimately more vital communities is the driving force behind the Lifebuoy brand. To realize this vision, we look to consistently innovate and provide accessible Lifebuoy products to a wide variety of consumers. The vision also commits the Lifebuoy brand team to visible action, through inspiring projects that motivate consumers to improve their hygiene behaviour.
Since the launch of the Lifebuoy brand in 1894, we have supported people in their quest for better personal hygiene. The classic red bar of soap and its distinctive medicated carbolic scent was synonymous with cleanliness throughout the twentieth century. Today, the brand is so much more.
With its many soap variants and specially designed body washes, these, along with the range of liquid hand washes and hand hygiene gel, ensure daily hygiene and freshness for the entire family.
About EFL
The EFL (English Football League) is the world’s original league football competition. It is the largest single body of professional clubs in European football and is responsible for administering and regulating the Sky Bet EFL, Carabao Cup and Papa John’s Trophy, as well as reserve and youth football. The EFL, EFL Trust and our member clubs are at the heart of communities across the country, providing shared experiences for all and using the power of sport to improve lives.
- 36.6 million people (six in 10 of the population of England and Wales) reside within 10 miles of an EFL ground
- At 15 miles this figure rises to 46.7 million (eight in 10)
- Over 18 million fans attend Sky Bet EFL League matches during normal seasons. This figure rises to 21 million when including the Carabao Cup and Papa John’s Trophy
- 1 in 4 admissions to a UK sporting event are for an EFL organised Match.