Trivento named ‘official wine’ of MLS

US importer Excelsior Wines has signed a three year sponsorship deal with Major League Soccer (MLS) in the US, making Argentine brand, Trivento, the official wine of the league.

The sponsorship will take effect on 1 January 2018, lasting through to 2020, and will see the wine label become the official wine poured at the venues of 20 MLS teams (LAFC joins the league in 2018).

All four of Trivento’s ranges are included in the deal and new MLS-branded packaging is being provided for the Trivento Reserve label.

The wines can be poured and used in conjunction with various MLS activities in the pre- and regular seasons, the playoffs, All-Star and championship games.

Marc Goodrich, president of Excelsior Wines, commented: “Partnership with Major League Soccer is a natural for Trivento, with Argentina home to some of the world’s greatest champions on the soccer field and in world-class Malbec. When it comes to wine purchasing, MLS fans index higher than other leagues throughout North America. Trivento is on a winning streak, with Trivento Reserve Malbec the fastest-growing Malbec in the $10-$15 category in the U.S. Sales of Trivento Reserve Malbec in the first six months of 2017 are up +27% over the same six-month period last year.”

Carter Ladd, vice president of business development for Soccer United Marketing, MLS’ commercial arm, added: “MLS continues to afford brands access to a unique, engaged audience in North America, which enables new partners like Trivento to grow market share in the world’s most competitive retail environment.

“We’re excited that a great, global brand like Trivento is joining our family of corporate partners at the MLS table.”