The club known as the “Red Devils” approached the Chilean company, according to global marketing manager Giancarlo Bianchetti, its major brand Casillero del Diablo meaning “cellar of the devil”.
The three year deal comprises:
- around the ground digital board advertising during home games at Old Trafford which are seen the world over;
- -its major brands including, Casillero del Diablo, Marques de Casa, Terrunyo and Don Melchor, being on wine lists in Old Trafford’s hospitality areas;
- the company would have a small box in the stadium and access to match day tickets;
- they will also be allowed to let two guests, customers, competition prize winners to travel with the team on both coaches and planes to away games;
- and use of the club’s intellectual property – the Manchester United name, crest, pictures and logos.
Refusing to put a price on the sponsorship, Bianchetti said Concha y Toro would benefit from Manchester United’s fanatical following in Asia while the company could help the club raise its profile in South America. The two would benefit jointly working together in eastern Europe, Scandinavia and Africa.
He said the approach began with him receiving a box from the club containing a ball with the logos of the two companies together. They met last January and after various phone calls by the end of May the deal was all but done, said Bianchetti.
Asked if the company had started to empty retailer shelves of their products in the Liverpool and Merseyside area (the fans hate each other), Bianchetti smiled and said: “It’s a global deal.”
Concha y Toro is the fourth largest wine producer in the world with global sales of 3 million. It is 130 years old and its products are available in 135 countries.
Manchester United is 132 years old and claims to have 333m fans worldwide. It is one of, if not the, largest and most profitable football club in the world.
