Subway, Russo & Strava: Viral Shorts Roundup
- British Universities and Colleges Sport (BUCS) is teaming up with Subway to promote physical activity and emerging sports on campuses across the United Kingdom.
- The collaboration will focus on growing BUCS' women’s football and basketball programs, including wheelchair and 3x3 basketball.
- In other food and sport news, Arsenal and England star Alessia Russo has launched the "Russo Burger" in partnership with Hellmann's.
Subway is teaming up with BUCS, a meaningful move to boost university sport across the UK, with a focus on women’s football and basketball. This partnership, a “Fresh Moves” initiative, signals an exciting step for the brand, providing opportunities for student athletes. Further energizing the sports nutrition landscape, Alessia Russo has launched a special burger, with proceeds directed towards supporting women in football. BOOST Drinks simultaneously takes the field with its first Strava campaign, connecting with everyday athletes. News Directory 3 delivers the latest updates on this active convergence of food and sport. Discover what’s next for these dynamic collaborations.
Subway and BUCS Partner to Elevate University Sport; Russo Launches Burger
Updated May 25, 2025
British Universities and Colleges Sport (BUCS) is teaming up with Subway to promote physical activity and emerging sports on campuses across the United Kingdom. The partnership, facilitated by Think Beyond, aligns with Subway’s “Fresh Moves” initiative, aiming to support student engagement in university sport.
The collaboration will focus on growing BUCS’ women’s football and basketball programs, including wheelchair and 3×3 basketball. Students from BUCS’ 155 member universities will have increased opportunities to compete in thes sports.
In other food and sport news, Arsenal and England star Alessia Russo has launched the “Russo Burger” in partnership with Hellmann’s. The burger, featuring chicken fillets, mozzarella, and Hellmann’s Garlic & Herb Sauce, will be available throughout the summer. A portion of the proceeds will be donated to Her Game Too,an organization supporting women in football.
Separately, BOOST Drinks has launched its inaugural campaign on Strava, centered around ”The BOOST Sport 5K.” The initiative aims to connect the BOOST brand with everyday athletes. The campaign includes sponsored segments in Belfast and London, as well as influencer support and out-of-home advertising.
Will Roberts, CEO of BUCS, said the partnership with Subway will help the organization offer competitors “a freshly prepared favorite, as part of their balanced diet.” He added that it would also “further elevate our basketball and women’s football offering.”
Kirstey Elston, Senior Marketing Director at Subway, said the BUCS partnership 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.”
Alessia Russo said she’s excited to launch the “Russo Burger” with Hellmann’s, adding, “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’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’.”
What’s next
BUCS and Subway will roll out joint programs across UK universities in the coming months. Russo’s burger will be available at select locations throughout the summer, while BOOST Drinks continues its Strava campaign.