The National Football League (NFL) has announced a partnership with alcoholic drinks brand, E. & J. Gallo Winery (Gallo), which sees them become the official wine sponsor of the league.
The multi-year deal will include opportunities for local team activations, player imagery and appearances, on-site presence at premiere events, and broadcast, digital, and social content from NFL Kickoff to the Super Bowl.
Additionally, Gallo, will implement 360-degree programming, creating surround sound for its brands through the consumer purchase journey.
Commenting on the partnership NFL senior vice president of sponsorship management, Tracie Rodburg, said: “We are excited to partner with E. & J. Gallo to bring more choices for our fans.”
“We look forward to pairing E. & J. Gallo’s extensive portfolio of wines, including its iconic brand Barefoot, with our fans, clubs and premiere events for memorable NFL experiences,” Rodburg said.
Gallo CMO, Stephanie Gallo, added: “Gallo is thrilled to be uniting America’s most loved winery with America’s most popular sport.”
“As an industry leader our role is to welcome new consumers to the wine category in unique and relevant ways.
“This partnership will do just that by bringing our avid fan bases together.
“The notion of togetherness seems more relevant now more than ever,” she said.
American winery brand, Barefoot, who are bringing more consumers into the wine industry than any other bran, will launch the partnership.
The announcement comes after the NFL announced a partnership with the NFLPA and next-generation gaming technology company, Mythical Games, to create a play-and-own NFT video game, NFL Rivals.
