Umbro unveils 'One Love' £10m World Cup activity

LONDON - Umbro has become the first major sports brand to unveil its marketing plans for next summer's football World Cup, pouring more than £10m into an international ad campaign.

The sportswear manufacturer will launch the "One Love" activity this autumn.

It will run internationally across TV, print, online and via a number of brand partnerships.

Adrian Cory, Umbro's director of brand marketing, said the investment would ensure a co-ordinated and ongoing message between now and the World Cup, which takes place in Germany next June.

"The idea is to unite people around the one thing we all love - football. The creative captures special moments in people's lives and shows it is about more than just the game," he said.

"One Love" has been developed in-house, with RPM and ThreePipe working on direct activity.

Although Umbro is not an official Fifa World Cup partner, it is considering running localised activity in Germany around the tournament. It is also launching a "One Love" book, which will feature football images from around the world, and there are plans to host photo exhibitions around key football events next year.

Umbro will roll out the activity internationally via its licensees. It will also highlight the "One Love" positioning through its sponsorship of the England football team and associated ranges, which have been modelled in the past by England players Michael Owen and John Terry, with whom it has endorsement deals.

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