Shorts: Subway, Alessia Russo, Strava
British Universities and Colleges Sport (BUCS) has announced a partnership with food brand Subway.
The partnership, activated through social impact and sustainability consultancy Think Beyond, is part of the restaurant brand’s “Fresh Moves” initiative and aims to promote physical activity and support emerging sports across UK universities.
Subway has partnered with organisations across the UK to encourage active lifestyles and improve access to sports including basketball, skateboarding, breakdancing, and women’s football through its “Fresh Moves” initiative.
Together, BUCS and Subway will support students in remaining active and engaged with university sport, increasing the reach of “Fresh Moves” across UK campuses. As part of this partnership, Subway will support the growth and visibility of BUCS’ women’s football and basketball programmes, which include wheelchair basketball and 3×3 basketball.
Students across BUCS’ 155 member universities will have the opportunity to compete in basketball, wheelchair basketball, 3×3 basketball, and women’s football, supporting the growth of these sports. BUCS is the national governing body for higher education sport in the United Kingdom.
Will Roberts, CEO of BUCS, said, “BUCS are delighted to sign a multi-year agreement with Subway. At BUCS we strive to deliver exceptional student experiences that inspire, develop and unite, and through this partnership we will be able to offer our competitors a freshly prepared favourite, as part of their balanced diet. We are also thrilled that this partnership will help us to further elevate our basketball and women’s football offering, further highlighting the contribution our members make to these communities on a daily basis.”
Kirstey Elston, Senior Marketing Director at Subway, said, “Our partnership with BUCS is an exciting next step in our Fresh Moves initiative that will help us reach a whole new community of students and promote the positive benefits of active living by championing emerging sports on campus.”
Arsenal and England Alessia Russo has launched a new burger available for football fans throughout the summer, as part of her ambassadorial partnership with Hellmann’s.
The ‘Russo Burger’ has been developed by Hellmann’s chefs and given the approval by the England striker and Hellmann’s ambassador.
Inspired by the Lionesses, the burger will be available exclusively. £2.50 from every ‘Russo Burger’ sold will also be donated to Her Game Too, a voluntary organisation ran by female football fans with the aim of fostering an ethos in football in which women are welcomed and respected equally.
The ‘Russo Burger’ recipe features four small chicken fillets alongside a ball of sliced mozzarella and roughly chopped sundried tomatoes, before being topped off with a sliced red onion, rocket and Hellmann’s Mayonnaise and Garlic & Herb Sauce.
Speaking about the release of her official burger recipe, Alessia Russo said, “I’ve always enjoyed good food and football so I’m excited to launch the ‘Russo Burger’ with Hellmann’s, which has got flavour and flair, something that I like to try and replicate on the pitch! Hopefully it’s something that fans will enjoy while cheering us on, as we go to defend our title.”
Georgina Bradford, Foods UKI General Manager, Unilever, said, “We believe that football and food have the power to unite people like nothing else. We’re delighted to be joining forces with Alessia – a true star on and off the pitch – to cook up something special for fans with the ‘Russo Burger’. Bursting with flavour and football spirit, we can’t wait for fans to get their teeth into it this summer, while cheering on Alessia and her Lionesses teammates.”
BOOST Drinks has launched a multi-channel media campaign, marking its first-ever activation on the Strava platform.
Planned by media agency the7stars, the campaign has centred around The BOOST Sport 5K, a mass participation challenge specifically designed to connect with everyday exercisers. The initiative has aimed to connect the BOOST brand with everyday exercisers and their fitness achievements.
As part of the Strava activation, BOOST has also sponsored two distinct location-based segments. These sponsored segments have been established in urban areas, specifically within Belfast and central London, encouraging local participation.
Beyond the digital and location-specific elements on Strava, the campaign has incorporated influencer support across various platforms. It has also featured a broader media mix, including placements in cinema, Out-of-Home (OOH) advertising, and vinyl bus wraps. This approach has represented a strategy for BOOST Drinks in reaching its target audience.
