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Advertising Sports Marketing Fifa World Cup

Umbro's World Cup anthem swerves Fifa rules – by not mentioning the World Cup


By John McCarthy, Opinion editor

June 8, 2018 | 2 min read

Umbro has placed the weight of the nation on prominent YouTube musician Brett Domino – tasking him with writing an anthem that will serve as the wind under the wings of the England side at the World Cup.


Umbro's deliberately generic football anthem

A five minute video, shot with help from design agency Love, saw Domino (real name Rob J Madin) deconstruct ‘How to Make a Hit Football Anthem’ in a deadpan manner.

There are inherent difficulties in this task. As Umbro is not a World Cup sponsor, and therefore forbidden from mentioning the tournament explicitly in lyrics due to ambush marketing rules, Domino has to lean on some stereotypical football phrases and a pinch of corporate ambiguity to get his sentiment across.

The efforts will be cut up fort Umbro's social channels on #EnglandAnthem.

Adidas has also opted for music-led spots – albeit on a higher budget, and with less humour.

Vote for the work below in The Drum's Creative Works.

Umbro: advert-top-1 by LOVE

By Umbro

Overall Rating 5/5

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Advertising Sports Marketing Fifa World Cup

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