Santa Rita renews three-year Arsenal partnership
At the signing (from left): Santa Rita Chief Executive Andrés Lavados, Santa Rita Chairman Baltazar Sánchez, Arsenal Managing Director Vinai Venkatesham and Arsenal Commercial Director Peter Silverstone.
Arsenal’s pre-season tour in the US has served as a backdrop for the renewal of the alliance between the English football club and top Chilean winery Santa Rita.
Santa Rita has renewed its partnership with Arsenal aiming to reach consumers and football fans in all corners of the world while promoting its wines in the key markets of Asia, Europe and Latin America.
The agreement includes exclusivity pouring rights on still and sparkling wines from the Santa Rita Estates portfolio across Club level and General Admission areas at Emirates Stadium as well as having branded LED around the pitch at every home Premier League, League Cup and FA Cup match each season.
In addition Arsenal will produce branded content for Santa Rita to be shared across both companies’ digital and communications platforms, including pieces focused on the Club’s Legends. Access to Arsenal’s Head Coach and Legends are also included in the partnership.
“Over the initial three-year period, Santa Rita reached millions of football fans on TV as well as making our wines available to more than five million fans at Emirates Stadium in London,” commented Santa Rita’s Chairman Baltazar Sánchez, “In addition, we’ve launched the exclusive Santa Rita Arsenal co-branded wine, bringing the Arsenal brand closer to our consumers.”
He added, “For this new period as Official Wine Partner, we hope to strengthen our scope in key markets such as the UK and the Republic of Ireland; in Asia, specifically in China, Japan and South Korea and in Latin America, Brazil, Colombia and of course Chile.
Since 2016 – when Viña Santa Rita began the partnership with Arsenal – sales of 120 have increased in 60% of the winery’s top 10 markets, with a 7% overall growth during the 2017-2018 campaign.
