Concha y Toro has become the official wine partner of Manchester United in a deal it hopes will boost its presence in Asia, Latin America and Europe.
The South American producer will advertise on the digital hoardings at Old Trafford and will provide wine to the stadium’s bars and hospitality boxes.
The tie-up will be officially announced in August, with executives from Concha y Toro joined by Manchester United players and staff.
“The new partnership is absolutely aligned with Concha y Toro’s long-term strategy to increase awareness and penetration of our brands worldwide,” said marketing director Giancarlo Bianchetti.
“We wanted to find a partner who shared our commitment to excellence and Manchester United has an immensely powerful global brand.”
Manchester United manager Sir Alex Ferguson, a noted wine enthusiast, added: “Like United, Concha y Toro is a company with a lot of history that, while never afraid to change, has always kept hold of its roots.
“This partnership unites the two great passions in Latin America: football and wine.”
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