November 4 – LaLiga has announced a three year sponsorship with the Hacienda y Viñedos Marques del Atrio winery that sees the Marques del Atrio brand as the league’s official wine partner across its three divisions.
Hacienda y Viñedos Marques del Atrio’s principal shareholder is Changyu Pioneer Wine, the biggest wine group in China and the fourth biggest in the world. The deal is the first LaLiga has made with a winery and will cover the Spanish and Chinese markets.
The contract was signed in August and runs until June 2019, giving Marques del Atrio sponsorship exclusivity in the field of wine, as well as the title of official wine supplier at events organised by LaLiga.
The agreement also has an international aspect with the Atrio and Changyu brands named as LaLiga’s official wine supplier in China. No value was given for the deal.
Adolfo Bara, LaLiga’s managing director of sales, marketing and sponsorship, said: “We have the best league in the world, we have the best players and clubs in the world, and so we’re looking to associate ourselves with brands that ooze prestige. Our aim is to expand our brand and this partnership with Marques del Atrio is strategic, given that it’s a gateway into the Chinese market and will further cement our position in Spain thanks to one of the world’s biggest wine groups.”
The winery is among the five biggest with the Rioja Protected Geographical Indication label and produces a total of 20 million bottles every year. Changyu Pioneer Wine was founded in 1892 in Yantai in the province of Shandong. It priduces more than 200,000 tonnes of wine a year
Jesus Rivero, managing director of Hacienda y Viñedos Marques del Atrio said: “Linking our brand image with the world of sport is a source of enormous satisfaction for us. The fact that the Marques del Atrio name is linked to the best league in the world makes us proud.”
Changyu Pioneer Wine vice-president Sun Jian said: “It’s the first time a winery has signed a collaborative deal with LaLiga. Our partnership will strengthen our bid to make the Atrio brand a bestseller in China and the world. We have plenty of work ahead of us, but associating ourselves with the king of all sports hugely boosts our ability to send our message, as well as LaLiga’s, to millions of people.”
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