Matta Expands Relationship With Umbro
Creative agency MATTA has revealed an extension to its relationship with Umbro as the kit manufacturer increases its presence among English football’s top flight.
MATTA, shortlisted for Young Agency of the Year at the BT Sport Industry Awards in 2018, originally won the Umbro account in 2017.
Following kit launches for PSV Eindhoven and AFC Bournemouth last season, MATTA has overseen five new season kit campaigns this summer – including for Premier League teams Everton and West Ham, the Bundesliga’s Werder Bremen and FC Schalke and Dutch giant PSV Eindhoven.
Jason Fairclough, head of marketing at GLD Group (Umbro licensee) said of his relationship with the agency : “MATTA have been fantastic at drawing unique club stories out in the kit launches in tandem with our brand.
“As we add to our football roster across Europe, it’s important we find clubs that have a true connection with their fans, and are rooted in the joy of pure football.
“This is an integral part of Umbro’s own heritage and distinct brand positioning – an antidote to much of the hyperreal and over-glamourised portrayal of football.”
Tom Mayer, MATTA’s senior strategy & brand manager, explained the agency’s approach to each brief: “We’re really pleased to expand our relationship with Jason and his team, and get to know the people at clubs we are working with.
“Each has their own flavour both through the creative but also in the way they are being launched.
“With Everton, the idea ‘GO ON’ honed in on the progressive nature of the club and impressive list of historical football firsts, and landed with the strategy to launch a kit solely with the women’s team, another significant first in English football.
“Whereas at PSV this year, the away kit was designed to honour the European Cup glory days of 88′ (the most decorated year in the club’s history where they also achieved the treble), so we wanted to celebrate this with our campaign ‘Create New History’.
“The club will be wearing the commemorative kit, as they look ahead to ‘Create New History’ in defense of the Eredivisie title this year.”
MATTA was founded in 2015 as a sports-focussed creative agency. Its client roster also includes Movember, ATP World Tour, ICC Cricket World Cup 2019, Tottenham Hotspur FC and Premiership Rugby.
