Smug grins, popped collars and ruffled hair - it's a bad look for England rugby

1715701 — Mon, 06 Apr 2009 08:30:00 GMT

A smart trick for sports promoters and governing bodies is attracting new fans but without losing any of their traditional fan base.

Despite some early resistance, cricket has done a great job in reaching a new audience through 20Twenty, for example.

In some people’s eyes rugby union is the refuge of the private school toff and the hooray Henry. But finally the sport is now trying to reach previously untapped talent and take the game to a wider viewing public.

So while it is encouraging to see England sponsor O2 doing its bit through initiatives such as its TV programme, ‘The Big Tackle with Austin Healey’ – others are sadly lagging behind.

Take this horribly self-satisfied ad from fashion retailer Eden Park, starring England internationals Delon Armitage, Olly Barkley, Ugo Monye, Danny Care and winger David Strettle sporting a ridiculous black-eye. It’s excruciating.

On a more positive note, Marketing has talked to O2 head of sponsorship Mark Stevenson and Austin himself about O2’s rugby sponsorship and will be bringing you the video on marketingmagazine.co.uk later this week.

Umbro's new England football kit and rioting in North London

1715701 — Thu, 02 Apr 2009 13:19:00 GMT

Yesterdays riots reminded me of watching a Liverpool-Manchester United game.

You know its impossible, but you find yourself wondering if its possible for both sides to lose.

Some bankers were waving £10 notes at the protesters, which is pretty obnoxious - but then again it's hard to sympathise with a lot of the rioters, many of which seemed to have little or no idea why they were there.

Today I found myself in Shoreditch, not to lob bricks through windows but to visit Umbro's temporary shop which its using to promote the launch of the new England football kit.

The new 'tailor made' kit is probably the most radical depature from modern day football strips since Cameroon decided to chop their sleaves off. That was Puma's idea by the way.

While there there seems to be a general feeling the kit looks fresh and more fashionable than previous England shirts, the idea of a 'Saville Row' shirt and the stereotypical football fan (in some cases hooligan) is an curious one. Cricket, tennis or rugby seem an more obvious fits for this strategy.

But this is the whole point. Umbro appears to be reclaiming the England team for all England fans. While those who travel drunkardly over land and sea following the team are legitimate fans the team belongs to everyone.

The shop, where I was met by Umbro marketing director Tim Parkinson, contains images of football fans from 196 ethnic minorities that live in England (apparently there are 208 in total).

It's a bold move by Umbro and one that I support 100%

You can read my profile on Tim Parkinson and find out more about Umbro's strategy in The Marketing Profile in next week's magazine.

Search results matching tag 'England'

Smug grins, popped collars and ruffled hair - it's a bad look for England rugby

Umbro's new England football kit and rioting in North London