Umbro to back England 2018 bid 21/05/2010 |
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England’s 2018 World Cup bid has been given a welcome boost following the Lord Triesman scandal with the news that Umbro has signed up as an official partner in a deal worth a reported £1m.
Football Association and England team sponsor Umbro becomes the bid’s fifth top-tier sponsor, joining Morrisons, BT, British Airways and PriceWaterhouseCoopers.
Umbro marked the agreement with the launch of a video viral campaign called ‘I’m In’, encouraging football fans to back the bid. A host of celebrities from the worlds of sport, music and entertainment appear in an 18-second video to explain why they are backing England’s bid.
Martin Prothero, senior vice-president of football for Umbro, said: “Umbro has a long-standing relationship with the FA and it is a pleasure to be supporting the England 2018 team in their bid for the World Cup.
“Everyone involved recognises how special it would be to host a World Cup again in this country. We wanted to create a campaign that could involve the entire country to get behind the bid and we hope as many people will upload their videos to show support.”
Andy Anson, England 2018 chief executive, added: “As the authentic football brand we are delighted to have Umbro on board. With their engaging ‘I’m In’ campaign, Umbro will provide us with valuable support for the remainder of the campaign.”
Travel agent Thomas Cook, luxury clothing manufacturer Paul Smith and car company Jaguar Land Rover are expected to be announced as supplier partners in the coming days. It follows the unveiling of a similar supplier deal with PR company Weber Shandwick earlier this week.
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