Lifebuoy Announces Official Partnership With EFL
Unliever soap brand Lifebuoy has announced a multi-year partnership with the EFL, which will see it become the Official Hygiene Partner of the league, ahead of Sunday’s 2021 Carabao Cup Final.
The competition’s showpiece final at Wembley Stadium marks will also see 8,000 people – including 4,000 club supporters – return to the the stadium as part of the Government’s Event Research Programme. It is the first EFL event of that initiative.
The partnership will include branding at the match, between Tottenham Hotspur and Manchester City, alongside perimeter signage, programme advertising and presence of Lifebuoy TV commercials on big screens across all 72 EFL club grounds. Lifebuoy will also have access to tickets for use in consumer promotions, extensive digital and social media rights and access to players over the course of a season.
As the league prepares for the safe return of fans, Lifebuoy will also provide all clubs with vouchers to purchase a range of sanitising products for fans to utilise when attending fixtures.
The brand has also pledged its support for the EFL’s ‘Utilita Kids and Girls Cup’ community competitions will also allow the next generation of players to continue their development under the coaching and guidance of their local EFL club.
“It remains the number one priority of the EFL to ensure fans return in full to EFL fixtures as soon as possible, with an important step being made on Sunday when at the Carabao Cup Final Club supporters are allowed back through our turnstiles for the first time this year as part of the Government’s Events Research Programme,” said Ben Wright, Chief Commercial Officer, EFL.
“Part of our ongoing work in this area is ensuring our stadia in England and Wales are ready to safely welcome back fans and our newly announced partnership with Lifebuoy will provide financial support and practical assistance to all EFL clubs who are busy making preparations ahead of season 2021/22.
“I’d like to thank Unilever and the Lifebouy team for their commitment at this challenging time and the EFL, alongside its membership, looks forward to working closely together as we emerge from the pandemic and a return to more familiar matchday operations.”
Benoit Roger-Machart, Lifebuoy Marketing and Business Development Director, Unilever UK & Ireland, added: “With football games being played behind closed doors for nearly a year, fans are keen to get back to attending live matches. We all need to play our part in keeping people safe and one of the easiest way to do this is to use hand sanitiser which is why at a time when lower league clubs have been facing challenges because of the pandemic, we’re proud to provide free product to allow them to bring their fans back to the terraces in the safest way possible.”
