Concerns over alcohol and football have given rise to bans and exclusion zones around selected matches at the Euro’s but there is a continued strong relationship between brands looking to gain an association with the premier sporting brands.
There is a strong Irish connection to a new deal announced whereby Santa Rita Wines are to become the official wine partner of Arsenal Football Club.
The Brand Fans, led by Daragh Persse from his Dublin office brokered the deal which will see Arsenal and Santa Rita engage with Arsenal fans in both the UK and a variety of international markets including Africa, Asia and North and South America.
The partnership will also see the Chilean company given time with Arsenal first-team players to create content and access to the clubs online platforms to reach and connect with football fans.
Chile star Alexi Sanchez has been a leading light at the club and both sides, as well as the fans will doubtless be hoping he does not move on in the summer.
“We are delighted to form a partnership with a club as prestigious as Arsenal,” said Baltazar Sánchez, Santa Rita’s executive vice chairman.
“This not only opens up new possibilities for the Chilean wine industry but also provides a platform from which we can reach all corners of the globe with our Santa Rita wines.
There is a precedent for an official wine partner in Irish sport with Wolf Blass enjoying the same status with Leinster Rugby.