E&J Gallo Winery has signed up with the National Football League in the US to be the American football organisation’s ‘official wine sponsor’.
The arrangement, for an unspecified period and fee, will be fronted initially by flagship brand Barefoot, the company said today. As well as broadcast and online presence, Gallo will utilise the sponsorship through local team activations, player imagery and appearances as well as on-site promotions.
The California-based group, which has been in family ownership since being founded in 1933, plans to “welcome new consumers to the wine category in unique and relevant ways” through the tie-up.
The sponsorship takes effect from the start of this season, in August.
As well as Barefoot, Gallo, which is one of the world’s largest wine companies, also owns the New Amsterdam vodka brand.
