May 31 – Premier League Manchester City have added Australian wine brand Wolf Blass in what is described as a “multi-year marketing partnership”. No figure has been announced for the regional deal.

Wolf Blass will become the Official Wine Partner of Manchester City Football Club for Asia, Middle East and Africa (MEA), and Mexico.

The company will have the rights to various Man City intellectual property and will activate its partnership through a “consumer campaign that will include in-store promotions, co-branded merchandising, giveaways, digital and social media activations, as well as consumer events.”

Wolf Blass is not new to sports in the region having recently signed agreements with the National Basketball Association in China, and professional baseball in Japan and Korea.

Robert Foye, President and Managing Director of Asia, MEA and Latin America, at Treasury Wine Estates, the owner of Wolf Blass wines, said: “Wolf Blass has a long association with competitive sports and a passion in the chase for success…Through this partnership with Manchester City FC, Wolf Blass will bring to life our global brand campaign ‘Here’s To The Chase’, which celebrates the bold pursuit of triumph.”

Man City reckons it has more than 240 million fans in Asia, Middle East and Africa, and an engaged and growing social media in “the millions of followers”. It is the speed of acceleration of this social media growth that will be crucial in attracting the top marketing dollars as the club battles social media giants and local rivals Man Utd for ‘engaged’ supporters. Real Madrid and Barcelona currently dominate the social media in this respect but have so far failed to capitalize on this commercially.

Damian Willoughby, VP Director of Partnerships, APAC at City Football Marketing, said: “Wolf Blass is a pioneer in their industry whose commitment to quality, character and consistency echoes our own. Our new partnership offers us an exciting opportunity to connect with fans and consumers and we are looking forward to working with Wolf Blass as we both continue to grow in new and imaginative ways.”

It will be innovation and imagination in the consumer campaigns that will the marketplace. And a winning team under new manager Pep Guardiola.

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