EFL club temporarily play under new name and badge for opening game of the season

Crewe Alexandra have temporarily adopted a new name for the opening week of the EFL season.

The League Two club have been renamed Crewe Aleksandr to celebrate their new partnership with Compare the Market.

Matt Impey

And that means the company’s iconic meerkat will become a familiar face at the Mornflake Stadium this weekend.

The meerkat – named Aleksandr – joined club legend Dean Ashton in installing a new sign ahead of their opening day match against Crawley, bearing the meerkat’s face in the centre of the badge.

The EFL have revealed that the collaboration will aim to reward fans across the 72 football League clubs and communities.

Supporters will be offered exclusive rewards and monthly prize draws through the Compare the Market app.

‘Proud of the partnership’

“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,” said Tom Wallis, Chief Customer Officer at Compare the Market.

“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.”

Meanwhile, EFL chief commercial officer Ben Wright, 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.”

Ex-Crewe star Ashton, who netted 74 goals in 177 matches for the club spoke positively on the partnership.

“As a former player and now a pundit myself, I know what EFL football is all about,” he said.

“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!”

The meerkat quickly showed its loyalty to the cause by making the long trip south to Crawley for Saturday’s League Two clash.

It was seen greeting the club’s players as they left the team coach upon arrival at the Broadfield Stadium.