Umbro calls on RPM

A RPM product story

Edited by the Marketingweek Marketplace editorial team Jul 15, 2008

Experiential agency RPM has been appointed by Umbro to co-ordinate its inaugural international football tournament in London for under-16 players.

The event, which takes place from 14-20 July, will see six international teams come to London to play in a tournament against other countries, including Canada, China, Italy and Scotland.

Each team will get the chance to receive professional coaching and try out the latest Umbro football performance products, before playing the round-robin tournament.

They will also have an opportunity to be involved with local activities and see the sights of London.

The tournament will culminate on the Saturday with a final match at Wembley Stadium, followed by an awards ceremony held on a Thames cruise boat.

The football teams were recruited through various consumer promotions worldwide.

In China, for example, they ran a retail promotion linked to the sales of Umbro football performance products.

On purchase, consumers were offered the chance to enter a local talent day, where players were then selected for the Destination Wembley tournament.

During the tournament, the players will be staying at Kingston University campus, where a marquee will be installed providing entertainment for the player's leisure time.

Here, a gaming console will be available for a friendly interactive tournament, Destination Wembley Gaming, which will conclude on the boat during its journey from Putney to The London Eye.

Alex Webb, specialist events director at RPM, commented: "It's certainly been an extensive task - we've been responsible for the handling of the entire event, from liaising with all the international football clubs, sourcing accommodation, arranging fun days for the players, through to organising the matches, the big finale at Wembley and the boat party.

"This is an exciting event to be working on and we're thrilled to be part of something that encourages new talent".

Duncan Thomson, sports marketing manager at Umbro, added: "This is a great opportunity for us to both engage with our core consumer, and provide a platform for talented young people to showcase their skills and experience playing football at an international level.

"With the help of RPM, we've ensured it should be a fantastic and memorable week for all the teams involved".