Top drinks marketing campaigns and news: July

Arsenal FC has secured listing partnerships with two major players in the UK drinks industry: Chilean wine group Santa Rita Estates, and AB InBev-owned Camden Town Brewery.

The football club renewed its wine partnership with Chilean group Santa Rita Estates on 23 July. The group, which owns wine brands Santa Rita, Carmen and Doña Paula, will have exclusive pouring rights on the still and sparkling wines from its portfolio across club level, and general admission areas at Emirates Stadium.

The group will also have LED signage around the pitch at every home Premier League, League Cup and FA Cup match each season. Arsenal will also produce branded content for Santa Rita which will be shared across both companies’ digital and communications platforms. Access to Arsenal’s head coach and ‘legends’ are also included in the partnership.

“We are delighted to continue building on this fruitful relationship with Arsenal, impacting both fans and consumers across the globe,” said Santa Rita chairman Baltazar Sánchez. Santa Rita first landed a partnership with the football club in 2016.

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