Wolf Blass official wine partner of China NBA

Treasury Wine Estates has announced a new  multi-year partnership with the NBA in Greater China which includes mainland China, Hong Kong, Taiwan and Macau.

TWE’s MD for the Asia, Latin America and EMEA regions, Robert Foye

TWE’s MD for the Asia, Latin America and EMEA regions, Robert Foye

As part of the deal, Wolf Blass will market its entire range to the NBA’s millions of Chinese fans via in-store and online competitions as well as throughout NBA Mitan – a weekly streaming programme aired on Tencent, China’s biggest online TV channel.

Led mainly by its extremely popular Yellow Label brand among the Chinese, Wolf Blass will also target NBA fans during Chinese New Year celebrations, NBA All-Star, NBA playoffs and the NBA finals.

Robert Foye, TWE’s President and managing director, EMEA, Asia and Latin America said: “The NBA represents both a widely followed sport and a triumphant spirit shared by Wolf Blass that fans can relate with. This partnership will surely bring the Wolf Blass brand close to the hearts of many Chinese consumers.”

“We are delighted to partner with Treasury Wine Estates, which shares our commitment to excellence,” continued NBA China’s CEO David Shoemaker.  “The Wolf Blass brand embodies a genuine passion for sport, and we look forward to toasting the success of all the players, fans and partners with iconic Wolf Blass wines.”

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