Umbro returns to Peruvian football with ambitious plans

The renowned British brand Umbro is back on the Peruvian football scene and has announced its plans to sponsor clubs in Liga1, marking its return to professional sports in the country. After stepping away from local sports sponsorship for a few years, the brand has revealed its interest in once again outfitting the Peruvian national team, as it did during the 2018 World Cup in Russia, and has highlighted the importance of there being greater seriousness and formality in the directives of professional football in the country. In celebration of its centenary this year, Umbro is preparing a series of commemorative actions that will extend throughout 2024. Additionally, the brand has announced its foray into the global streetwear market, with the launch of urban clothing collections in Peru through a partnership with the renowned youth-focused Future Visions store chain. Regarding its commercial expansion, Umbro has confirmed the opening of a new store in Jockey Plaza, expected to be the largest of the brand in the country, with a specialized focus on football products. Furthermore, the brand has plans to open more stores in provinces by 2025, recognizing the market potential represented by cities in the southern region of the country. However, Umbro's return to sports sponsorship will not be without challenges. The brand has pointed out difficulties stemming from the informality in the management of local clubs, which could affect the sponsorship relationship and generate tensions in the business. Umbro has expressed its intention to return to professional football in 2025, provided they find the necessary seriousness in the institutions for the collaboration to be beneficial for both parties. In this sense, Umbro has shown interest in sponsoring provincial clubs, seeking to establish alliances with teams that bring an interesting historical and community connection value. Although the brand has worked with Lima clubs in the past, it is currently focused on exploring opportunities with teams from other regions of the country. Additionally, Umbro has revealed that it is sponsoring female football players and has plans to support the Women's League once it becomes more professionalized. The brand has also signed an agreement with Safap to support professional footballers in various categories. In terms of its commercial strategy, Umbro has emphasized its goal of democratizing football by offering quality products at affordable prices. In a market marked by strong competition and aggressive price wars, the brand aims to maintain its position and anticipates an increase in sales during the month of June, which will be marked by the Copa America, the Euro Cup, and Father's Day. With optimistic projections for 2024, Umbro hopes to recover from last year's setback and consolidate its presence in the Peruvian market. Through a combination of marketing strategies, commercial expansion, and commitment to sports, the British brand is gearing up for a successful return to sports sponsorship and the world of football in Peru.