LaLiga and Marques del Atrio team up

LaLiga and Navarra winery Marques del Atrio have signed a three year sponsorship deal which will come into force in Spain and China.

The contract was signed in August and runs until June 2019, giving Marques del Atrio sponsorship exclusivity in the field of wine, as well as the title of official wine supplier at events organised by LaLiga.

Marques del Atrio’s principal shareholder is Changyu Pioneer Wine, the biggest wine group in China, and the agreement will also see Changyu named as LaLiga’s official wine supplier in China.

Adolfo Bara, LaLiga’s managing director of sales said: “We have the best league in the world, we have the best players and clubs in the world, and so we’re looking to associate ourselves with brands that ooze prestige. Our aim is to expand our brand and this partnership with Marques del Atrio is strategic, given that it’s a gateway into the Chinese market and will further cement our position in Spain thanks to one of the world’s biggest wine groups.”

Sun Jian, Changyu’s vice president also added: “It’s the first time a winery has signed a collaborative deal with LaLiga. Our partnership will strengthen our bid to make the Atrio brand a bestseller in China and the world. We have plenty of work ahead of us, but associating ourselves with the king of all sports hugely boosts our ability to send our message, as well as LaLiga’s, to millions of people.”

With history spanning over 100 years, Marques del Atrio in Navarra is among the five biggest producers in Rioja and produces a total of 20 million bottles every year. It is part of the Changyu Pioneer Wine, a group founded in 1892 in Shandong province with over 200,000 tonnes of wine produced per year.