English FA and Umbro extend partnership

Hi everyone,
This week, great partnerships are being signed off. Yesterday, after adidas and the MLS
unveiled their deal to the public, today, the English Football Association and their 60 year old partner Umbro released theirs. Umbro, owned by Nike Inc., has extended its sponsorship deal with the English Football Association until 2018.

The exact terms of the deal have obviously not been disclosed, but the funds from Umbro will be reinvested by the FA back into the game from the youth development level all the way to the senior level.

Umbro will then continue to supply kits for all of England’s 23 national teams – including the men’s and women’s professional teams, Futsal, disability and amateur sides. Umbro’s branding will feature prominently at Wembley Stadium.

Both parties expressed their delight to have concluded this deal. FA general secretary Alex Horne said: “We have a fantastic relationship with Umbro that spans almost 60 years. They are part of the fabric of English football and this significant long-term investment into our partnership demonstrates the enduring strength of the England brand.”

Senior vice president of football at Umbro, Martin Prothero, added: “We are delighted to announce the extension of our contract with the Football Association. Umbro has been part of English football longer than anyone and it is only natural that we work with the FA to develop the game. We are absolutely committed to supporting the FA at all levels of the game, both broad and deep, and we feel now is the right time to show that commitment as we head into a new era for English football.”

Umbro and the FA will celebrate this partnership by unveiling a new Umbro kit which will be worn by the 3 Lions  against Bulgaria at Wembley on Friday. This game is part of the 2012 European Championships qualifiers.

Indeed, designer Peter Saville worked on the new England kit and got his inspiration from the English tailoring heritage with a strong innovative and technical addition. Constructed from two distinct cotton-based fabrics, the shirt is thicker for protection on the front and back, and more flexible in the under-arm, increasing movement. Read more here.

Another great deal signed this week and both have an 8 year duration/extension. Coincidence or not, we do notice the fairly long contractual period as opposed to the 2-3 year average shirt Premier League clubs shirts deals.

It’s a great news for English football and for both parties, Umbro and the FA. The heritage carries on, Umbro benefits from a strong local and global market, and the FA can invest in grassroots development. A win-win situation.

Karl Lusbec


Advertisements