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Casillero del Diablo is official sponsor for Mexico football federation

Chilean brand Casillero del Diablo has signed a three-year deal to become the official wine sponsor for the Federación Mexicana de Fútbol.

Casillero Diablo will be the official wine sponsor for both the men and women’s teams in Mexico’s football federation, which welcomes around 60,000 live spectators per game.

The Chilean wine’s branding will appear pitchside and throughout stadiums during the federation’s MexTour of top US stadiums in the build-up to the FIFA World Cup. The tour, in its 21st year, is designed to attract the US fanbase of Mexican teams.

“Casillero del Diablo is thrilled to unite with the Federación Mexicana de Fútbol and Soccer United Marketing in this exciting partnership,” said Rodrigo Maturana, president of marketing for the US division of Viña Concha y Toro, which is Casillero del Diablo’s parent company.

“As the official wine of the Mexican National Teams in the US, we’re poised to amplify the Casillero brand presence and engage fans through innovative experiences.”

Calling the deal “a strategic alliance”, Maturana added that he hoped it would  “entice new consumers to the wine category.”

Carter Ladd, chief revenue officer for Soccer United Marketing said: “Casillero del Diablo is a legendary, global winemaker, and we know Mexico’s massive, passionate fanbase in America will enjoy this partnership for many years to come.”

Soccer United Marketing is the commercial arm of Major League Soccer in North America.

Earlier this month the drinks business reported that Kendall-Jackson had become the NBA’s first official wine partner, while last year Jacob’s Creek partnered with the FIFA Women’s World Cup.

Check out our round-up of the top 10 sporting drinks partnerships in 2023 here.

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