Addis Ababa, Ethiopia: 2 April 2021:

Umbro South Africa is pleased to announce that it has entered into a new long-term partnership as the official technical sponsor of the Ethiopian Football Federation (EFF) for the next four years. 

Having begun it 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 four-time CECAFA champions. 

With an equally rich history, Umbro is the most authentic brand in football, currently supplying kits to more that 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", says EFF President, Isayas Jira. 

"The EFF was keen to reach an agreement to continue our partnership, and we are happy that we have been able to do so. 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 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", comments Umbro South Africa CEO, David Ricketts. 

"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. 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 kit and supporters product is currently in development, and will be revealed to fans in due course.