Watch Crouch educating members of Burton Albion’s men’s first team squad here (content
also available for download here).
Iconic Unilever brand Bovril, a hot beefy drink or spread, have partnered with legendary England
footballer Peter Crouch to launch a new sponsorship between the brand and Sky Bet League One
side Burton Albion.
The collaboration sees Bovril become Official Hydration Partner to ‘The
Brewers’, the team local to Unilever’s Burton-upon-Trent factory where Bovril is produced.
The partnership celebrates Bovril’s heritage within the British football community. Having
warmed the UK’s terraces since 1886, Bovril has joined up with self-confessed Bovril super-fan
Crouch, to take an exclusive look through their rich history in a content series produced to mark
the launch of the partnership.
In addition to the content series, the famous Bovril logo will take pride of place on the Burton
Albion home and away kits for the remainder of the EFL season. The partnership marks a return
for Unilever to the terraces of the Pirelli Stadium, having previously been a sponsor of the club
until as recently as 2014.
Commenting on the partnership, Peter Crouch expressed his excitement: “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.”
“We are delighted to partner with Burton Albion and Peter Crouch for this exciting campaign,”
said Laura Iliffe, Brand Lead, Bovril. “Bovril has a storied past, and this collaboration allows us to
engage with fans in a unique and meaningful way, bringing that story to life through Peter,
arguably our biggest fan! We’re excited to have fans trialling our product at the Pirelli Stadium
this season.”
Burton Albion Chairman, Ben Robinson, added, “We are thrilled to welcome Bovril back into the
Burton Albion family and are excited to showcase the Bovril logo on our playing kits. We believe
this collaboration will ignite a sense of pride among our fans.”
The partnership will also see away fans visiting the Pirelli Stadium on a match day this season
receive a complimentary cup of Bovril at the ground, as well as rewarding Brewers’ fans who are
following the team on the road this season.
#BackStronger
-ENDS-
For media enquiries and further information, please contact:
Unilever c/o CSM Sport & Entertainment
Tom Ainscough, Director of Commercial Partnerships, CSM
+44 (0) 7774 328 780
Burton Albion Football Club
Rob Slater, Media & Marketing Officer, Burton Albion FC
Rob.Slater@burtonalbionfc.co.uk
+44 (0) 7928 692162
About Bovril:
Bovril is a renowned British brand that has been warming the hearts and souls of millions since its inception in 1886. Famous for its rich and comforting beef-based flavour as a drink or spread, Bovril has become an integral part of British culture, embodying tradition, warmth, and togetherness. Its association with football is strong, almost having cult status amongst the football community and with many nostalgically recalling drinking hot Bovril on cold nights in the terraces.
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 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.