One of the biggest signings this season by English Premier League team Manchester City Football Club isn’t a player, but a multi-year marketing partnership with leading Australian wine brand Wolf Blass.

With the partnership, Wolf Blass will become Manchester City Football Club’s ‘Official Wine Partner’ for Asia, Middle East and Africa (MEA), and Mexico, and will help the brand expand its footprint in the sponsorship of sports in those markets, following following recently signed agreements with the National Basketball Association in China, and professional baseball organizations in Japan and Korea. Through the agreement, Wolf Blass will engage fans in key markets via an exciting consumer campaign that will include in-store promotions, co-branded merchandising, giveaways, digital and social media activations, as well as consumer events.

“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,” says Robert Foye, President and Managing Director of Asia, MEA and Latin America, at Treasury Wine Estates, the owner of Wolf Blass wines.

“As one of the most awarded wineries in Australian history, Wolf Blass is always striving for the absolute pinnacle of winemaking, just as Manchester City constantly strives to play the most beautiful football in the world,” adds Chris Hatcher, chief winemaker at Wolf Blass.

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.”

The typical beer-swilling fans of the beautiful sport may not be too excited by this development, but we’re pretty certain the WAGs (wives and girlfriends) of Citizens players are most delighted to be drinking something a tad classier in their VIP stands.


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