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Marketing and Sponsorship

Man City Signs Multi-Year Deal With Australian Wine Brand Wolf Blass

Australian wine brand Wolf Blass signed a multi-year marketing partnership with Man City, making it the official wine partner of the club for Asia, Middle East and Africa, and Mexico. The partnership will see Wolf Blass further expand the brand's sports sponsorship footprint in the region following recently signed agreements with the NBA in China and professional baseball organizations in Japan and South Korea. Wolf Blass will engage fans in key markets via a consumer campaign that will include in-store promotions, co-branded merchandising, giveaways, digital and social media activations, as well as consumer events (Man City). The AAP's Trevor Chappell wrote Wolf Blass is one of Treasury Wine Estate's 15 global priority brands. TWE President of Operations in Asia, the Middle East, Africa & Latin America Robert Foye said that Wolf Blass "has a long association with sport sponsorships." Foye: "We looked at what sport was the broadest in terms of likeability and relevancy to consumers across all of Asia, Africa, Middle East and Mexico, and English football was one of the most popular sports." TWE looked at various football leagues and clubs and settled upon Man City because it "was not only striving for more on-field success but also had a great digital marketing base." Foye said that the Wolf Blass label "was growing strongly in China, where awareness of the label among wine consumers had climbed" from 19% to 27% in the last 12 months (AAP, 5/31).

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