MANCHESTER--UK sportswear company Umbro has selected Frank PR as its new PR agency of record, the Holmes Report can reveal.
The agency prevailed following a competitive review that featured three other firms, and begins work on the six-figure account with immediate effect. Umbro previously parted ways with seven-year incumbent Exposure at the end of last year.
Owned by Nike, Umbro is the official kit supplier of the England national football team and also counts Manchester City as one of the teams it supplies. In recent years, the brand has attempted to position itself at the confluence of football and popular culture, tying up with music stars such as Kasabian and Liam Gallagher.
“There isn’t a shift in our strategy,” said Umbro head of communications Catherine Rees, after confirming the appointment of Frank. “It’s just to take us to the next level of our positioning as a football culture brand.”
Other Umbro customers include Wales, Northern Ireland, Glasgow Rangers, Blackburn Rovers and Sunderland. Key rivals include Adidas and Nike.