Major League Baseball has signed a multi-year partnership with Woodbridge by Robert Mondavi Wines, which has been designated the official wine of MLB.
It marks the first time that Woodbridge Wines has partnered with a professional sports league in the United States. The California-based company is also partnering on a team-level basis with the New York Yankees, Los Angeles Dodgers, Boston Red Sox, Houston Astros, and Cincinnati Reds.
The MLB partnership involves a multi-faceted marketing plan, including packaging featuring league marks on select Woodbridge Wines in 2021.
On a national scale, Woodbridge Wines will promote its “From One For All” campaign with TV advertisements running during MLB games on MLB Network, ESPN, and other national broadcast partners.
Woodbridge Wines will also introduce a special MLB tagline, “A Legendary Wine for a Legendary Game,” which will be featured in point of sale, advertising, and retail executions, as well as highlighted through integrated branding across MLB Network. Woodbridge Wines will also have a presence at marquee events including All-Star Week and the World Series.
There will also be MLB-themed in-store merchandising at retail locations across the US and new specialty baseball-themed wine cocktails.
Last October, Anheuser-Busch InBev’s sparkling wine brand BABE became the first-ever official wine sponsor of the National Football League.