October 12 – Good wine matures with age and so do good sponsorship deals. Manchester United and Chilean wine producer Concha y Toro have renewed their global partnership for a further three years. No figure was announced for the sponsorship.
Built around the Casillero del Diablo brand, Concha y Toro are the club’s Official Wine Partner, a deal that began in 2010 and was the first global official wine deal for an English club.
The Casillero del Diablo brand, is served throughout Old Trafford’s hospitality suites. And Red Devils fans like their wine. The launch of the limited edition Manchester United Legendary Wine Collection has since 2014, sold about 300,000 bottles.
As part of the sponsorship there have been three ‘Devil’s matches’, bringing Manchester United Soccer Schools to the US and Chile, and hosting United legends including Sir Bobby Charlton and Bryan Robson on wine tasting tours of Chile at important trade events.
Concha y Toro has worked with Manchester United internationally, partnering its previous four summer tours in Asia and the USA and organising activities with fans in around 40 countries. Looking forward the wine producer plans to further use the club brand across a series of new promotions to new international markets for its product.
Concha Y Toro’s Corporate Marketing Director Global Brands Cristobal Goycoolea said: “Casillero del Diablo and Manchester United share the pillars of history, tradition, and values, and these three characteristics have made this alliance a true global success. We are very proud to renew our contract, and it motivates us to continue working the way we always have.”
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