Ethiopian Football Federation, UMBRO Sign New Partnership Deal

ADDIS ABABA – Umbro South Africa announced on Friday that it has entered a new long-term partnership as the official technical sponsor of the Ethiopian Football Federation (EFF) for the next four years.

Having begun its association with the EFF in 2019, the new agreement will see Umbro supply the Ethiopian men’s, women’s and developmental teams with high-performance match kit, training wear and off-field apparel.

Technical and management staff will also be dressed in Umbro, with a bespoke supporters range in development for fans.

The EFF and its associated national teams have a rich footballing tradition in Africa and hold prestige as founding participants of the inaugural Africa Cup of Nations tournament in 1957, alongside Egypt and Sudan.

The affectionately named Walia Ibex went on to win the African Cup of Nations in 1962 and are four-time CECAFA champions.

With an equally rich history, Umbro is the most authentic brand in football, currently supplying kits to more than 150 teams around the world.

The brand has recently expanded its African stable to 9 federations and 34 professional clubs across the continent.

“We are very happy with the quality of the products Umbro has provided to our football staff for the last two years” said Isayas Jira, EFF President.

“The EFF was keen to reach an agreement to continue our partnership, and we are happy that we have been able to do so,” he said.

“We are exploring several avenues where we can work with Umbro to provide kits and sportswear to our fans living at home and abroad, and we are pleased to continue to be associated with them,” the president added.

Umbro South Africa Chief Executive, David Ricketts, said the partnership with the Ethiopian Football Federation “is of great significance as Umbro looks to expand its presence within Africa, but also on the international stage”.

“With mutual heritages in football and an established understanding of the EFF’s ethos and design direction, the decision to continue our association was an easy one,” Ricketts said. “We look to this new agreement as a new beginning and are excited to create something that will speak to Ethiopian football fans across the globe.”

The collaboratively designed range of match kits and supporter’s products is currently in development and will be revealed to fans in due course, according to Umbro.

Featured Image: The Ethiopian national football team, nicknamed Walias, have qualified for the Africa Cup of Nations this week after 8-year absence. [Photo File]

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