Feb 19, 2010 at 03:51 PM
written by Brian Gainor

Activation Tactic of the Week

Are you looking for new ways to drive awareness to a new team jersey kit? Are you looking for ways to leverage both music and entertainment?

Umbro recently unveiled England's new away jersey for the 2010 World Cup in a very unconventional setting. The apparel company turned to Tom Meighan, frontman for the popular English band Kasabian, to unveil the jersey during a live concert performance at the Paris Olympia in front of thousands of unsuspecting French soccer fans.

While the surprise apparel tactic didn't prove to be too popular with the crowd, it served as a great publicity stunt to drive awareness for the new Team England Away Kit. Click here for some pictures from the event from Umbro's Flickr photo stream and check out the video of publicity act below:

Also, check out an interview with Meighan about his experience unveiling the shirt in hostile conditions here!

Brian Gainor is a passionate sports marketer with agency experience as well as an extensive background working in the NFL, NFL Europe, and collegiate athletics. Brian completed his MBA/MSA graduate work at Ohio University (Athens, OH) and currently resides in Charlotte, NC. As a Sports Partnership Activation Consultant, Brian created Partnership Activation, Inc. to provide sports business professionals with "industry best practices" - creative ideas that provide opportunities to generate incremental revenue. Be sure to check out all of Brian's past posts, too. The opinions expressed herein do not necessarily represent those of the publisher, SponsorPitch, LLC.