HomeNewsNewsDrinks - WineFootballEngland

Manchester United pours extension with wine partner

English Premier League football club Manchester United has renewed its global partnership with Chilean wine producer Concha y Toro.

The new three-season deal will run from 2016-17 to 2018-19. Concha y Toro will continue to serve as the club’s official wine partner.

United said that the new partnership aims to “boost further growth and success” following the development of new objectives and ideas.

Concha y Toro first linked up with United in 2010. The producer’s flagship brand, Casillero del Diablo, is available in hospitality suites at Old Trafford as part of the agreement, while its branding also appears on perimeter advertising boards at the club’s home stadium and in television adverts.

“Long-standing relationships are very important to us and Casillero del Diablo is at the heart of our family of global partners, and a natural part of our fabric too,” Richard Arnold, United’s group managing director, said. “As it has become a familiar part of the Old Trafford and Manchester United experience; its success and growth has helped people around the world see its true quality and helped put Chilean wine on the map.”

Concha y Toro has partnered with United on its summer tours in Asia and the US, and organised events including ‘Devil’s matches’, bringing the club’s soccer schools to the US and Chile.

The limited-edition Manchester United Legendary Wine Collection has sold around 300,000 bottles since its launch in 2014.