UK-based sportswear group Umbro Holdings has struck a sponsorship deal with Scottish Media Group-owned Virgin Radio.

The manufacturer’s soccer chat and news website from today becomes the exclusive sponsor of Virgin's sports reports and programming, including daily soccer bulletins on DriveTime, Rock ‘n’ Roll Football and the Chris Evans Breakfast Show. Umbro also assumes the role of content provider on soccer channel which, in turn, links to the Umbro site.

Says Paul Holland, head of marketing at "This partnership will allow us to build our levels of brand awareness and will be used to promote as the place to get news, features and footage."

News Source: CampaignLive (UK) [5-Jan-01]