Chapter 17: Advertising and Public Relations

Every ad has a goal or objective that is trying to be achieved by the company who is exposing the advertisement for the brand. Umbro is always trying to expand global instead of local, but unfortunately not many ads are provided in the United States, New York especially. Most of their ads are located in Europe, South America, Asia, and Africa. Umbro believes that the United States is asking for too much money for a few ads and venues; and they believe that our country pertains the least population in terms of soccer compared to other countries. This is disappointingly true but as the months go by soccer in the U.S is increase at s rapid rate. I believe Umbro should start implying ideas for advertisement in the United States so by the time they are done brainstorming great ideas, the population of soccer in our country will have outstanding numbers. A great idea would be working with an advertisement for the 2014 World Cup. This is a tournament that is hosted every four years and it is a face off of every country around the globe.


Umbro is more of an institutional advertising due to it giving more importance of fostering a positive image to the public than their product. The company is more concerned on embracing the culture and passion of soccer than exposing the brand's products.



NIKE, Inc.today announced that it has reached a definitive agreement to sell its Umbro affiliate brand to Iconix Brand Group, Inc.for $225 million. The transaction is expected to be complete by the end of 2012.


NIKE, Inc. had announced its intention to divest of Umbro and Cole Haan to sharpen its focus on driving growth in the NIKE, Jordan, Converse and Hurley brands on May 31, 2012.
“It is a difficult decision to divest any business but this action will enable us to focus on our highest-potential growth opportunities,” said NIKE, Inc. President and CEO Mark Parker. “Umbro has a great heritage, but ultimately, as our category strategy has evolved, we believe Nike Football can serve the needs of footballers both on and off the pitch.”
“Umbro is a true, authentic football brand with a global loyal consumer fan base and we are thrilled to be adding it to our portfolio of iconic brands,” stated, Neil Cole, CEO Iconix Brand Group. “Umbro is an exciting acquisition with more than 30 licensees in over 100 countries with a devout following. We look forward to working with our international partners to maintain and expand upon the rich heritage of Umbro,” Cole added.