Unilever brand, Bovril, has partnered with former England footballer and loyal Bovril fan, Peter Crouch, to establish an exciting and high-profile sponsorship with Burton Albion, also known as ‘The Brewers’, a team in the Sky Bet League One. Bovril will become the Official Hydration Partner of ‘The Brewers’, aligning its presence with Unilever’s Burton-Upon-Trent factory, where Bovril has been produced for over 55 years. These efforts aim to raise brand awareness and drive trial among football fans, especially the target audience of adults aged 30-65, while simultaneously recruiting younger consumers.
The collaboration with Burton Albion serves as a launch pad for ongoing activities over the coming year. This includes additional football-focused campaigns and in-store activations, which will remind consumers to pick up a jar of Bovril and demonstrate the best ways to utilize the product. By capitalizing on the strong affinity that football fans have for Bovril, the investment in this partnership leverages the cult following and deep-rooted love the brand enjoys within the football stadium setting.
Georgina Bradford, Marketing Director of Nutrition at Unilever UK&I, explains that this unique approach goes beyond a typical sports hydration sponsorship: “With our Bovril twist on sports hydration sponsorship and our partnership with football legend Peter Crouch, we are not only reminding people about Bovril but also recruiting new, young adult beef drinkers in the process.”
During the cold winter months, while fans seek to keep themselves warm with coffee and tea, Bovril endeavors to remind them that it has been a fixture in football culture since its inception. The brand holds a significant history with football fans, making this collaboration a means of engaging with them in a truly distinctive way. Peter Crouch, an enthusiastic Bovril advocate, shares his excitement for the partnership, citing his personal experiences with the product while growing up and expressing his aspirations to take football fans on an entertaining journey through Bovril’s rich history.
To learn more about this exciting partnership, watch the following video.