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Wolf Blass announces RFU sponsorship
Wolf Blass has signed an exclusive two year deal with the Rugby Football Union to be the official wine of England Rugby until June 2012.
The partnership runs in the build up to and during the 2011 Rugby World Cup.
Wolf Blass will feature in pitch-side advertising at the 82,000 capacity Twickenham stadium and will also be prominent on tickets and advertising in match day programmes. Wolf Blass will also be served to hospitality guests at the stadium.
Annabel Keech, senior brand manager at Wolf Blass Wines, said: “We are proud to be cementing the phenomenal success of our relationship with the RFU and England Rugby.
“It is an integral part of our strategy to engage with our customers through sport and through The Wolf Blass Platinum Club.”
The Wolf Blass Platinum Club is a new digital campaign, which rewards fans and loyal customers by running competitions to win tickets to England matches and offering Rugby-themed content.
Paul Vaughan, business operations director at the RFU, said: “Many of our fans and customers are wine lovers and savvy wine drinkers and so this is a perfect partnership for us, ensuring our customers’ needs are ideally served.”
Wolf Blass is keen to capitalise on rugby’s upcoming main events, knowing the Six Nations and World Cup are likely to lead to an explosion of interest in the sport.
Keech added: “This sponsorship represents a strong opportunity for retailers to take advantage of predicted high sales, especially before the Six Nations and the build up to the World Cup when awareness will be exceptionally high.”
Laura Pullman, 12.01.2011