Umbro signs as England 2018 bid partner

Umbro has become the first new sponsor of England 2018 since allegations that the bid team’s former chairman Lord Triesman accused rival nations of planning to bribe match officials.

Noel Gallagher
Noel Gallagher

The Nike-owned brand is to launch a viral campaign featuring celebrities including Noel Gallagher (pictured), DJ Pete Tong and former England footballer Alan Shearer backing England’s bid to host the World Cup in 2018.

The “I’m In” campaign aims to demonstrate to FIFA that the nation is behind the bid before the host nation is selected in December.

The bid was rocked this week after Lord Triesman was recorded in a Sunday newspaper sting accusing bid rivals Spain and Russia of planning to bribe referees.

As part of the campaign, Umbro is also encouraging the public to post their own videos backing the bid.

The sportswear brand says further celebrities and “public figures” will add to those messages left by the public in the coming months.

The coalition Government lent its support to the bid in a document published earlier today (20 May).

Other bid partners include BT, Morrisons and Npower.

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