League Two club Crewe Alexandra have temporarily been re-named as Crewe Alexsandr for the opening week of the EFL season to mark a new partnership with Compare the Market.
The company's famous meerkat as a result becomes the face of the club for their first match of the new season, where Crewe face a trip to Crawley Town.
Alexsandr the meerkat and club legend Dean Ashton fit a new sign at Mornflake Stadium with the meerkat in the centre of the badge and the name change.
The EFL revealed that the partnership will "celebrate and reward fans" across the 72 clubs and communities.
Fans will be offered exclusive rewards and monthly prize draws via the Compare the Market app.
The partnership is supposedly going to showcase what EFL fandom means to the different clubs and communities throughout the country.
"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," said Tom Wallis, Chief Customer Officer at Compare the Market.
"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.
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"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."
Former Crewe forward Ashton, who scored 74 goals in 177 matches between 2000 and 2005 also praised the partnership.
"As a former player and now a pundit myself, I know what EFL football is all about," he said.
"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!"