Manchester City sign multi-year Australian deal

Manchester City FC have signed a new marketing partnership with Australian wine brand Wolf Blass.

The multi-year agreement will see the Tanunda-based company become City’s official wine partner across Asia, the Middle East, Africa and Mexico, engaging fans with in-store promotions, giveaways, consumer events and co-branded merchandising.

Damien Willoughby, the VP director of partnerships APAC for City Football Marketing, part of MCFC owner City Football Group, said of the deal: “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.”

The partnership, which will give Wolf Blass owner Treasury Wine Estates access to MCFC’s 240m-strong fanbase in Asia, the Middle East, Africa (MEA) and Mexico, will also encompass digital and social media-based opportunities and promotions.

Treasury Wine Estates’ MD for Asia, MEA and Latin America, Robert Foye, commented: “Wolf Blass has a long association with competitive sports and a passion in the chase for success.

“So we are thrilled to be involved with the number one sport globally, and one of the most popular and successful football clubs in the world.”

He continued: “Through this partnership with Manchester City FC, we will bring to life our global brand campaign ‘Here’s To The Chase’, which celebrates the bold pursuit of triumph.

“We look forward to joining Manchester City in their bid to win more trophies, and celebrate their growing success with our iconic Wolf Blass wines.”