Umbro International has raised its stake in Noël Soccer, the company that holds the Umbro license for France, from 49 to 100 percent. With a staff of nearly 50 people, Noël Soccer reportedly generated sales of €38 million in 2009. The terms of the acquisition could not be learned, but Umbro pointed out in a statement that it considered France to be a strategic market for the brand (Editor's Note: Nike is now sponsoring the French national football team) and that it sees potential for expansion in the country. There will be no change in the management of the French company, which will continue to be run by Philippe Massonnat. It will be renamed Umbro France. Noël, a 90-year-old French group involved also in children's, men's, military and safety shoes, sold a 49 percent share in Noël Soccer to Umbro in 2007 to help finance a sponsorship contract with a major French football team. Reportedly, Umbro proposed taking over the balance of the equity one year later, when the brand was acquired by Nike.

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