Man U and Concha y Toro join forces

28 May, 2010

Concha y Toro has signed a deal with Manchester United FC as the club’s official wine partner.

The wine firm described it as an “unprecedented opportunity” to align itself globally with what is often touted as the world’s biggest football club, which has 333 million followers worldwide, according to TNS Sport.

Concha y Toro will get digital board advertising at Old Trafford stadium during home games, advertising space in the club’s own communications media and co-branded marketing.

The official announcement will take place in August at a press conference at Old Trafford, with executives from Concha y Toro, Manchester United players and manager Sir Alex Ferguson.

Wine enthusiast Ferguson said: “This is a partnership that unites the two great passions in Latin America: football and wine. I’m looking forward to it.”?Richard Arnold, Manchester United commercial director, added: “We are proud to welcome Concha y Toro. The quality of its products and synergy of the brands, particularly Casillero del Diablo, mean it is a natural partner for us.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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