Major League Soccer has signed a multi-year sponsorship deal with Excelsior Wines, North America’s largest importer of South American wines.
Under the terms of the new agreement, Trivento, Excelsior Wine’s top-selling wine brand from Argentina, becomes the official wine of the North American league.
The sponsorship, which takes effect on January 1 and extends through 2020, will enable Trivento to collectively leverage all 20 US-based MLS clubs at retail, with the LAFC franchise launching in 2018.
All four ranges in the Trivento line-up – Trivento Reserve varietal wines, Amado Sur blends, Golden Reserve Malbec and the single-vineyard prestige cuvée Eolo Malbec – are included in the partnership.
New MLS-branded packaging for the Trivento Reserve label and access to MLS regular and post-season matches are included in the agreement. Opportunities extend to game tickets and access to VIP hospitality, including the All-Star Game, MLS Cup Playoffs and MLS Cup, plus branded merchandise, player appearances and sweepstakes programs.
Marc Goodrich, president of Excelsior Wines, said: “Partnership with Major League Soccer is a natural for Trivento, with Argentina home to some of the world’s greatest champions on the soccer field and in world-class Malbec. When it comes to wine purchasing, MLS fans index higher than other leagues throughout North America.”