Manchester United has signed a three year deal with wine producer and exporter Concha y Toro, that will see the South American firm become their ‘Official Wine Partner’.
As part of the deal Concha y Toro products will be served at Old Trafford’s lounges, boxes and bars from the beginning of next season.
Speaking of the partnership with Concha y Toro Red’s manager Sir Alex Ferguson said "Like United, it's a company with a lot of history that, while never afraid to change, has always kept hold of its roots," he said. "This is a partnership that unites the two great passions in Latin America: football and wine. I'm looking forward to it."
Concha y Toro marketing director Giancarlo Bianchetti added "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."
This partnership is the latest in a string of deals following the club’s announcement to adopt a new commercial strategy under the Glazer family ownership. It’s estimated that the last twenty deals agreed by United’s commercial team, have brought in over £200million for the Premiership Club.