Umbro International, the sportswear company which supplies kit to the
England football team, has signed up Shilland & Co to handle its pan-
The deal, clinched last week, involves co-ordinating PR for Umbro’s Pro
Training clothing range and footwear collection in France, Italy,
Germany, Scandinavia, Switzerland and the UK.
The agency will also publicise Umbro’s new football kits, launched twice
a year, with the help of company ambassadors such as Blackburn Rovers’
The 12 month campaign, one of the agency’s biggest earners, will kick
off with a project to promote Umbro’s sponsorship of the Euro 96
football championships in June. Shilland is planning to send information
packs to Umbro distributors across Europe advising them how to publicise
the company’s involvement in the tournament to the local media.
Shilland director John Rivett said the agency’s brief was to position
Umbro as ‘the definitive football brand’ among fans by ‘tapping into the
passion for football.’
The company’s goal is to beat rivals Nike, Reebok and Adidas to become
the global leader in branded football products by World Cup 2002.
Umbro announced a record breaking sponsorship deal to supply the
football kit for Manchester United last week.