England's Football Association (FA) confirmed that it was putting an end to its long-standing relationship with Umbro, and that the England football team will be wearing Nike apparel from next spring. Nike bought Umbro in 2007 but announced a few months ago that it wanted to sell the British football brand. Umbro has been outfitting the England team for six decades, and the end of this emblematic relationship will do nothing to enhance the value of the brand. The agreement between Nike and the FA reportedly runs until the end of July 2018. It reinforces Nike's marketing investments in European football, where the U.S. brand is already endorsed by teams ranging from the Netherlands to France, Portugal and more. It has been suggested that Nike was eager to reinforce its ties with British sports teams after Adidas obtained huge exposure in the U.K. through its all-encompassing sponsorship of Team GB at the London Olympics. Adidas claimed that it gained market share in the U.K. as it benefited from the excitement around the performance of British athletes – all of them wearing Adidas garments, in all disciplines, on the field of play and in all their other appearances at the Olympics.

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