LaLiga, the organising body of club football in Spain, has entered into a partnership with the Hacienda y Viñedos Marques del Atrio winery.
The deal will run for three seasons, from 2016-17 to 2018-19, and cover the Spanish and Chinese markets. Hacienda y Viñedos Marques del Atrio’s principal shareholder is Changyu Pioneer Wine, the biggest wine group in China and the fourth largest in the world.
Under the agreement, which represents the first of its kind between LaLiga and a winery, Marques del Atrio will take exclusivity in the organisation’s wine sponsor category and also becomes the official wine supplier at events organised by LaLiga.
In addition, the Atrio and Changyu brands have been named as LaLiga's official wine supplier in China.
Adolfo Bara, managing director of sales, marketing and sponsorship for LaLiga, said: “Our aim is to expand our brand and this partnership with Marques del Atrio is strategic, given that it's a gateway into the Chinese market and will further cement our position in Spain thanks to one of the world's biggest wine groups.”