Umbro broadens sponsorship portfolio into F1 with Williams kit deal
Umbro, the UK sportswear brand, has continued to diversify its portfolio away from soccer and reemerge as a multi-sports offering, today signing a long-term sponsorship deal with Williams, the Formula 1 motor racing team.
From the start of the 2021 season, Umbro will kit out Williams drivers and crew as the team’s official technical kit supplier.
The brand will replace AlpineStars, which is in the final season of its contract with the Formula 1 team.
The deal reunites Umbro with Williams after it sponsored the team in 1987.
As a nod to Umbro’s partnership with the team in that year, where Williams driver Nigel Mansell won the British Grand Prix, the Umbro logo will feature on the front wing end plate of the team’s car at this weekend’s 70th anniversary race at Silverstone.
Sam Lucas, head of sports sponsorship, Umbro UK, said: “We have a proven track record in performance sports apparel and aim to achieve the same with our recent rugby partnership. This is no different to Williams Racing and their innovation on and off track, so we are looking forward to working together as of next season.”
Umbro has shifted its sports sponsorship strategy in recent months, focusing heavily on rugby with a major kit deal secured with the RFU, the sport's domestic governing body, as well as an agreement with Premiership Rugby’s Bristol Bears.
CSM, the UK-based international sports marketing agency, is supporting Umbro in communications around its new partnerships.
The Formula 1 season continues this weekend with its second consecutive race at Silverstone, before moving onto the Spanish Grand Prix next weekend.
Meanwhile, Formula 1 has teamed up with pay-television broadcaster Sky and US media giant NBC, both owned by Comcast, to launch a new seven-part docuseries.
Titled ‘Race to Perfection’, the exclusive series has been created to mark Formula 1’s aforementioned anniversary, with the sport making its archive footage available to Sky.
The series, which will be shown exclusively in the UK on Sky, was produced in-house by the Sky Sports Formula 1 team and will be made available to “a vast network of TV channels and streaming services across the world” via NBCUniversal’s global distribution service.
Sky holds exclusive UK rights to Formula 1 until 2024, while rights in USA are owned by ESPN until the end of the 2022 season.