Crewe Alexandra has been temporarily rebranded as 'Crewe Aleksandr' to mark the launch of Compare the Market's new partnership with the EFL. The League Two club will carry the playful name for the opening week of the 2026-27 season, with the insurance comparison site's meerkat mascot becoming the face of the club. Next fixture: vs Newport County (away, 2027-02-27) (22nd in the table).
What happened?
The renaming was revealed when Compare the Market's meerkat, Aleksandr, was spotted installing a 'Crewe Aleksandr' sign at the Mornflake Stadium alongside club legend Dean Ashton. The stunt is part of a broader partnership that will celebrate EFL clubs and fanbases through rewards, prize draws, and community initiatives. The partnership aims to bring fans closer to the game with exclusive experiences and funding for local football communities.
Why it matters for Crewe
This lighthearted rebranding highlights Crewe's role in the EFL's efforts to engage fans through creative partnerships. The club's involvement in the launch campaign gives it national visibility while maintaining its League Two identity. The temporary name change also adds a fun twist to the start of the season, with fans already sharing their reactions on social media.
What comes next?
The 'Crewe Aleksandr' branding will last for the opening week of the season, after which the club will return to its traditional name. Meanwhile, Crewe prepares for its next fixture against Newport County on February 27, 2027, currently sitting 22nd in the League Two table. The partnership with Compare the Market will continue to bring rewards and experiences to EFL fans throughout the season.
