Chile’s Viña Santa Rita has signed a three-year partnership deal with Arsenal Football Club to become the Premier League team’s first official wine partner.
The global agreement, signed as part of Santa Rita’s ‘Living La Vida 120’ marketing campaign, will seek to promote the sale of its wines in the company’s key markets in Latin America, Asia, Europe and Africa.
The company will be granted time with Arsenal first-team players – including Chilean international Alexis Sánchez – to create content, as well as having access to Arsenal’s online platforms to reach football fans around the world.
Santa Rita will also have access to some of the club’s legendary former players to create events at the Emirates Stadium, Arsenal’s home ground, where Santa Rita wines will be available to fans.
‘This not only opens up new possibilities for the Chilean wine industry, but also provides a platform from which we can reach all corners of the globe with our Santa Rita wines,’ said Baltazar Sánchez, executive vice chairman of the Santa Rita Estates board of directors.
‘With both parties already celebrating a history dating back to the 1880s, I believe that we will enjoy a long and fruitful relationship.’
Santa Rita’s flagship 120 brand is one of Chile’s best-selling wines, with sales of more than 6.5m cases in more than 80 countries.
Last month, Australian wine group Wolf Blass signed a sponsorship deal with Manchester City football club.
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