To celebrate Compare the Market becoming an official partner of the EFL, the company's famous meerkat will become the face of the club as they take on Crawley Town.
A photo leaked this week showing Aleksandr installing a 'Crewe Aleksandr' sign inside Mornflake Stadium with fans and club legend Dean Ashton, raising some eyebrows on social media.
Rewards across all 72 clubs
The landmark partnership will celebrate and reward fans across all 72 clubs and communities in the Football League.
There will be exclusive rewards and monthly prize draws available to fans of EFL clubs via the Compare the Market App, as well as brand-new funding initiatives to support local football communities.
Compare the Market's partnership will explore what EFL fandom means to clubs and their supporters across the pyramid, with a focus on celebrating and supporting local teams and the communities around them.
What the partners said
Chief Customer Officer at Compare the Market, Tom Wallis, said: "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. 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."
Chief Commercial Officer at the EFL, 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."
Dean Ashton backs the rebrand
Crewe Alexandra legend and broadcaster, Dean Ashton, added: "As a former player and now a pundit myself, I know what EFL football is all about. 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!"
