“Crouchy” launches iconic partnership between beef extract brand and its hometown club

In early October, we brought the iconic Unilever brand, Bovril, together with English League One team Burton Albion FC, as its Official Hydration Partner. The beef extract drink has been warming the terraces since 1886 and remains a popular drink amongst football fans.

Bovril has been produced at a factory in Burton-Upon-Trent for more than 50 years, making this partnership with its hometown club a perfect fit. The partnership will focus on celebrating the brand’s heritage across the British football community.

To mark the launch, we produced our fist content campaign with Bovril, sending national treasure and self-confessed Bovril fan, Peter Crouch, down to the Burton Albion training centre to give the Brewers’ players a short lesson in the history of this much-loved drink. You can watch that below.

On the Friday ahead of the launch, we also released a teaser featuring Crouch hinting at a return to football with Burton. Safe to say it got people talking, garnering more than 6 million views on X alone, and making headlines in BBC Sport, MailOnline, SportBible and The Sun.