From the winery they explained that the main objective of this agreement is increase recognition among consumers and improve brand visibility in the British market.
The United Kingdom is one of the main destinations for Argentine wine exportsalong with the United States and Brazil.
Argento Winery will seek to gain further exposure by offering a selection of premium organic Malbec in all hospitality areas during Fulham’s home days at their stadium located in southwest London.
The flagship label included in the deal is Argento Estate Reserve Malbec, and will be offered at both Craven Cottage and the new Fulham Pier development on the banks of the River Thames. In addition, Argento will be the Malbec offered by the glass in all the club’s restaurants and bars.
Rafael Calderón, CEO of Grupo Avinea-Bodega Argento, commented: “We feel identified with the values of Fulham FC and the spirit of the Club. Build on tradition, iinvest in a sustainable future and seeking excellence are commitments that we share.”
Meanwhile, Jon Don-Carolis, Commercial Director of Fulham Football Club, highlighted: “We are delighted to partner with Bodega Argento, a company with which we share values such as heritage, authenticity, sustainability and service excellence. Fulham Pier, a destination focused on world-class lifestyle and entertainment, will be a key channel to drive Bodega Argento’s growth in the London and UK markets. Furthermore, the Club’s and Premier League’s global fan base will provide an ideal platform for increase international recognition and familiarity with the brand.”
Bodega Argento is part of Alejandro Bulgheroni Family Vineyards, and the largest producer of organic wine in Argentina. It is present in more than 50 countries.
Other international wine and football backgrounds
In mid-2024 another Argentine winery, Trapichesigned a sponsorship agreement with a foreign football club. It was with him Inter Miami from the United States, where Lionel Messi plays.
The Florida club that is part of the MLS, the main American soccer league, already had experience in this regard. In 2020, it had sealed a similar agreement with the Argentine winery Triventowhich was a pioneer in this type of experiences.
Bodega Trivento, which is part of the portfolio of Chilean giant Concha y Toro, was the official wine of Major League Soccer (MLS) from 2018 to 2020. The agreement was signed through Excelsior Wines, the importer of Trivento in that country.
Trivento completed his entire experience at Inter Miami before Messi’s arrival at the club. In May 2024, the Trapiche stage began, which still continues.
Strictly speaking, the precedent that Trivento had set in the United States It was not a coincidence. It was part of a more global strategy of Shell and Bull which in 2010 closed an agreement to become the official wine brand of Manchester United.
This alliance It was an unprecedented case in the global wine industry and paved the way for other experiences. In the marketing academies they highlighted that both Concha y Toro and Manchester United have a devil as a symbol that distinguishes them.
Concha y Toro owns and operates vineyards in Chile, Argentina and the United States. It exports its wines to 135 countries.
Experiences in the domestic market
Another form of alliances between football and wines in Argentina is that of wineries that launched wines with club labels. The most resonant case occurred in 2023 with Bianchi Winerieswhich signed agreements with River and Boca to launch a collection of wines with Xeneize and Millonaria identity.
At that time it was reported that the objective of that launch was “to unite the fans of both teams, transforming the rivalry into a hug and raised glasses.”
Over time, Bianchi made way for two other wineries that continued that business separately. Durigutti Winery He went on to make those for Boca Juniors and Agostino Estate He took the baton with those from River Plate.
Another variant of these pairings is that of soccer players who launched their own wines. Some even have their own winery and others made alliances with third parties to carry out their projects, such as the wine line at the time. “Maradona” that launched the Mendoza winery Agrelo rootswith a great local and international impact.
Among the first cases we can mention the former Boca Junior defender, Nicolas Burdissowho has owned a winery that produces the brand for more than a decade “Potrero Wines”associated with his wife, who is a sommelier and CEO of the winery.
In the other variant, the best known case is that of Juan Sebastian Veron. The former player of Silver Students, Inter Milan and Manchester Unitedamong other clubs, launched its line of wines in December 2021 “Witchcraft”through an agreement with winemakers from San Rafael, Mendoza.
The current president of Estudiantes focused the winery’s commercial strategy on all possible fronts, with the local market as a priority. But he also always had the international market in his sights.. It is no coincidence that a director from the Argentine Chinese Chamber of Production, Industry and Commerce was present at the launch.
La Brujita Verón was not the first former Estudiantes de La Plata footballer linked to the world of wine. The midfielder had previously ventured into that business Israel Damonte and the central defender Leandro Desabato.
Lionel Messi, a figure of the Inter Miami club that already has an agreement with an Argentine winery, also has his own wine, goat 10but it is produced in vineyards in Sicily, Italy.
Messi’s other teammates in the Argentine team follow in his same footsteps, such as goalkeeper Franco Armani and midfielder Leandro Paredes.
Source: Ambito
