Nike and the English Football Association Announce Wide-Ranging Partnership: Umbro's Future?

Earlier this year, it was announced that Nike would be putting two of its major brands up on the block for sale in Umbro and Cole Haan. For Umbro, the longtime English brand synonymous with soccer has been dealt a further blow as its parent company will take over the reins of arguably one of its lone sponsorship bright spots: a partnership with the English Football Association. An extensive deal was announced in which Nike will enter a five-year deal where all 24 English national team kits will be furnished by Nike starting Spring 2013. Other elements of the deal include sponsorship of St. George’s Park (England’s top flight development center), support of Wembley Stadium and sponsorship of the FA Cup. With little else holding Umbro together, it looks to be tough times ahead for the classic brand.