Wolf Blass named official wine partner for AFL

Treasury Wine Estates brand Wolf Blass has been named as the official wine of the AFL.

The release:

The AFL today announced that leading Australian winery, Wolf Blass, had been named as the Official Wine of the AFL.

The partnership will see Wolf Blass further expand the brand’s AFL footprint following existing relationships with the Brisbane and Essendon Football Clubs.

AFL General Manager Commercial Operations, Darren Birch, said Wolf Blass was another high calibre addition to the AFL’s stable of partners.

“The AFL has enjoyed a successful relationship with Treasury Wine Estates over the past three seasons and we look forward to further developing that partnership through the addition of the Wolf Blass brand to the many AFL events across the calendar year.

“This partnership provides continuity and growth to Wolf Blass’ AFL sponsorship portfolio given the relationship the label already enjoys with the Lions and the Bombers in two of the country’s largest commercial markets.”

Treasury Wine Estates Marketing Director Australia, Lisa Saunders, said that sport plays an important part as a key activation platform for Wolf Blass with a strong partnership history with the AFL.

“Wolf Blass is pleased to be continuing a tradition of involvement with Australian Football.

“Our Founder Wolfgang Blass was the first winemaker to use coloured labels to help people remember their favourite wine and varietal.  Wolf Blass Yellow Label was born when he was watching Hawthorn play back in sixties.

“AFL fans can now enjoy a glass of Wolf Blass whilst watching their favourite team play at various football stadiums across the country.”

The 2015 Toyota AFL Premiership Season kicks off on Thursday 2 April with Carlton playing Richmond at the MCG.

Source: AFL press release


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