Manchester United sign Concha y Toro in three-year deal

Manchester United have renewed their partnership with Chilean winemaker Concha y Toro.

The deal, which was first signed in 2009, will make the company United’s official wine partner for a further three years.

As the first wine brand to sign a global agreement with an English football club, over the last six years Concha y Toro has worked to engage MUFC fans and consumers of its Casillero del Diablo brand with a number of events – including three ‘Devil’s matches’ that brought Manchester United Soccer Schools to the USA and Chile.

The company has likewise hosted United legends like Sir Bobby Charlton and Bryan Robson on wine-tasting tours across Chile.

The club’s relationship with Concha y Toro also led to the launch of the limited-edition Manchester United Legendary Wine Collection. Since 2014, around 300k bottles have been sold.

The story of Casillero del Diablo began over 100 years ago, when winery founder Don Melchor de Concha y Toro reserved a batch of the best wines for himself. He kept strangers away from this private reserve by spreading the rumour that the Devil lived in his cellar, giving birth to the Casillero del Diablo name.

Richard Arnold, Manchester United’s group managing director, said: “Long-standing relationships are very important to us and Casillero del Diablo is at the heart of our family of global partners, and a natural part of our fabric too.

“As it has become a familiar part of the Old Trafford and Manchester United experience; its success and growth has helped people around the world see its true quality and helped put Chilean wine on the map.”

He added: “With a rich heritage, a clear identity, popularity around the world and a commitment to quality, we have shared a lot of common ground and this will be the bedrock of our success moving forward.”

The corporate marketing director of global brands at Concha y Toro, Cristobal Goycoolea, commented: “Casillero del Diablo and Manchester United share the pillars of history, tradition and values, and these three characteristics have made this alliance a true global success.

“We are very proud to renew our contract, and it motivates us to continue working the way we always have.”

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