Leading Chilean wine brand partners with Arsenal FC
One of Chile's oldest and most respected wineries, Vina Santa Rita, is partnering with Arsenal Football Club, making Santa Rita the first Official Wine Partner of the Premier League team that includes Chilean football player Alexis Sanchez.
The partnership, announced recently at the Emirates Stadium - and forming a key component of the brand's new "Living la Vida 120" marketing campaign - seeks to promote the sale of wines in the Chilean winery's key markets in Latin America, Asia, Europe, and Africa.
The news was announced by a delegation of Santa Rita's board of directors and representatives of the London-based team who highlighted the primary aspects of this agreement. Arsenal legend Robert Pires was also in attendance to mark the occasion.
The three year partnership will see the Chilean company given time with Arsenal first-team players to create content and access to the Gunners' expansive online platforms to reach and connect with football fans across Santa Rita's key target markets.
In addition, Santa Rita will receive access to club legends and other exclusive assets to create events at Emirates Stadium. Santa Rita will also be offering Arsenal supporters the opportunity to enjoy Santa Rita wines on match days and during other events held at the stadium.
Executive Vice Chairman of the Santa Rita Estates board of directors, Baltazar Sanchez, said: "We are delighted to form a partnership with a club as prestigious as Arsenal. This not only opens up new possibilities for the Chilean wine industry but also provides a platform from which we can reach all corners of the globe with our Santa Rita wines. As two widely recognised global brands, Santa Rita and Arsenal share many common values.
"At Santa Rita, we are firmly committed to continuing our viticultural traditions in a sustainable manner, so that future generations can continue to enjoy our natural resources in harmony with the community.
"Arsenal also actively promotes a long term tradition in both football and in serving the local community alongside maintaining a positive relationship with its loyal fans. As the official wine partner of Arsenal, Santa Rita, through its new 'Living La Vida 120' campaign, will promote this association throughout the world. With both parties already celebrating a history dating back to the 1880s, I believe that we will enjoy a long and fruitful relationship".
Arsenal's chief commercial officer, Vinai Venkatesham, said of the agreement: "We are delighted to welcome Santa Rita as our Official Wine Partner. They have a long history of being innovators and producing wines that receive universal acclaim while still remaining part of their local community after 136 years of business. Our shared values will provide the foundation of a strong partnership with the added benefit that our fans will have the opportunity to enjoy Santa Rita wines at Emirates Stadium".
Santa Rita 120 is one of Chile's best-selling brands, with sales exceeding 6.5 million cases in its different formats and a presence in more than eighty countries worldwide.