October 14, 2016
Casillero del Diablo, one of the world’s most admired wines, and the English multi-champion and recent FA Cup winner Manchester United will spend a third term together after having extended their partnership.
Renewing their contract will tie the two companies together for another three years and makes Casillero del Diablo one of oldest club sponsors. The agreement stipulates Casillero del Diablo’s right to use the image of the team’s players, display the brand on digital panels in the Old Trafford stadium, make the brand’s wine available in certain areas of the stadium, and the possibility to invite its customers and consumers to the team’s facility, among other benefits.
Both Casillero del Diablo and Manchester United are widely admired around the world. Casillero del Diablo has been recognized as one of the world’s most admired wine brands for the past three years, and the Red Devils have by more than 650 million fans around the world.
Six years of great results
During the past two terms of the alliance, Casillero del Diablo developed products and activations that have established its relationship with the Red Devils over time. For example, former star players known as “Manchester United Legends,” such as Sir Bobby Charlton, Denis Law, and Gary Neville have visited the Casillero del Diablo cellars on several occasions.
Another high point of the alliance was the “Devil’s Match” league games in which Manchester United played on its own turf in Old Trafford. What made these matches special is that they were sponsored by Casillero del Diablo and attended by hundreds of the brand’s customers and consumers each year.
Products that resulted from the union included the Legendary Collection, a Casillero del Diablo wine launched to commemorate the partnership. This limited edition Cabernet Sauvignon has been very well received by the club’s fans and Casillero del Diablo consumers alike.
The wine from the Maule Valley has had tremendous success in Chile, the United States, China, Malaysia, and other markets, and to date has sold more than 300,000 bottles around the world.