City and Umbro in ten-year partnership
- Thu 04 Jun 2009, 12:30PM
Umbro and Manchester City Football Club today announce a unique ten-year brand partnership.
July 18th will mark the on-sale date of City’s home kit for the 2009/10 season. Inspired by the club’s heritage, the new kit will benefit from Umbro’s football tailoring process, delivering performance and style on and off the pitch.
The home kit combines design elements from the past with new technology, refined detailing and a tailored aesthetic. Each seam on the crew-neck shirt has been carefully considered and selected for a specific function and the crest has been extensively re-mastered to bring a new level of detail to the club’s identity.
The away kit is a nod to Manchester’s symbol of industry and coat of arms – the Apis Millifera – more commonly known as ‘the bee’. The shirt is black with yellow and gold inserts on the shoulders used to define and accentuate the upper torso.
The third kit draws its inspiration on a classic kit of the past, whilst embracing craft and attention to detail to create a very modern twist. The shirt has a black and red sash across a white base with the team sponsor located under the crest to ensure that the visual identity of the sash is not compromised. Umbro worked closely with MCFC and Etihad to ensure the design authenticity stays true.
Every part of the design process has been considered to create three new kits that flawlessly marry performance and style.
Martin Prothero, Umbro’s Senior Vice President of Football said, “This is an exciting opportunity for both Umbro and Manchester City FC to build on their collective heritage and create truly iconic modern football brands. MCFC were the first beneficiaries of our tailoring heritage in 1934, the same year they won the FA Cup wearing Umbro kits. MCFC will be the first club side to benefit from our tailoring process for the 2009/10 season which means the best sportswear products for players and fans alike.”
Garry Cook, Chief Executive Officer of Manchester City commented, “We are thrilled to announce this key partnership. We are building a successful and sustainable football club for the future and our partners are integral to that. Umbro share our commitment to innovation, the city of Manchester and creating world-class experiences for its customers and our fans.”
David Pullan, Brand and Marketing Officer of Manchester City said, “This partnership will help both MCFC and Umbro to cement their places at the very heart of the city of Manchester and to continue to grow in prominence across the globe. The Club is delighted to work with such a progressive and innovative brand and looks forward to further developing our partnership over the coming decade.”
Umbro also announced today that working in partnership with Manchester City FC and other local organisations, the company is committed to investing over £100,000 in Manchester culture over the next three years to support and inspire creativity across the city.
The Manchester City FC home kit will be on general sale from July 18th. Pre orders available from July 1st at www.mcfc.co.uk.
The away kit will be available from August, while the third strip will be available from October.