The company says the agreement aims to raise awareness of Concha y Toro and its brands worldwide, with particular focus on the key markets of Asia, Latin America, Eastern and Northern Europe.
The partnership gives Concha y Toro the opportunity to align itself globally with probably the best known football team in the world.
Among the benefits for Concha y Toro will be digital board advertising at Old Trafford stadium during home games which are televised around the world, advertising space in the club’s own communications media and co-branded marketing communications. The alliance also allows Concha y Toro to have presence with its wines in the stadium’s lounges, boxes, bars as well as the possibility to invite its VIP customers to team games.
The official announcement of the partnership will take place in August 2010 at a press conference at Old Trafford at which the top executives from Concha y Toro will be joined by Manchester United manager Sir Alex Ferguson and members of the team.
Giancarlo Bianchetti, marketing director of Global Brands said: "Our new partnership with Manchester United is absolutely aligned with Concha y Toro’s long-term strategy to increase awareness and penetration of our brands worldwide. We wanted to find a partner who shared our commitment to excellence and Manchester United Football Club has developed an immensely powerful global brand. We intend to activate the partnership in a variety of ways around the world, using strategies and tactics which best suit each market."
Eduardo Guilisasti, CEO of Viña Concha y Toro said: “We are very proud to be the wine partner of Manchester United, a football club which shares many of our values. We are looking forward to making the most of our new alliance all around the world."
Sir Alex Ferguson, Manager of Manchester United is quoted as saying: “I'm delighted to be working with Concha y Toro. Like United, it's a company with a lot of history that, while never afraid to change, has always kept hold of its roots. This is a partnership that unites the two great passions in Latin America: football and wine. I'm looking forward to it.”
Richard Arnold, United commercial director said: “We are proud to welcome Concha y Toro to our family of sponsors. The quality of their products and the synergy of the brands, particularly Casillero del Diablo – mean that they are a natural partner for us to seek. We are particularly excited to work with them to bring the partnership to life for our millions of fans around the world.”