Walmart-owned supermarket chain Asda has signed an three-year agreement with sports brand Umbro to sell specially designed product lines in its supermarkets and online.
The new deal is expected to boost sales at its George business unit.
A rise in demand for sportwear and related products is expected this summer with the June European Football Championship games taking place in France.
Speaking on the new deal, Nick Jones, MD for George at Asda, said: "Umbro is the perfect partner for George – both brands have longstanding heritages built on innovation, but we also share the same values, and are passionate about delivering quality affordable products."
Last month Credit Suisse said that Asda would become the most influential actor within the UK's grocery retail sector this year.
Asda's CEO Andy Clarke said in January that it was planning to cut its prices by £500 million.
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