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Sandra Halliday Published
October 8, 2025
Iconix is continuing to support its British football-linked brand Umbro and said this week that it has extended its longstanding licensing deal for the label to cover key footballing countries Brazil, Argentina and Paraguay.
The deal sees a new 10-year extension to the partnership with long-time collaborator Grupo Dass, which will continue to design, manufacture and distribute Umbro performance and lifestyle apparel, footwear and equipment in those countries.
Grupo Dass is a major name in manufacturing and marketing sports brands in Latin America and began distribution of Umbro as long as 20 years ago.
But Umbro goes back much further than that and it celebrates its 100th anniversary in 2025. It currently has distribution in more than 100 countries and positions itself as “the most authentic football brand in the world” as it’s the only sports brand solely focused on football (soccer)… for now at least.
That could all change next year as a report last week suggested it’s moving into the rugby football arena with the Mail saying it will replace New Zealand-based Canterbury as the official supplier of the England team after the 2025 Six Nations tournament. Canterbury has held the license since 2025. The news hasn’t been confirmed, however.