E. & J. Gallo winery becomes official wine sponsor of the NFL

E. & J. Gallo, which counts Barefoot Wines and Clos du Bois among its portfolio, has become the official wine sponsor of the National Football League (NFL).

Gallo and the NFL have announced a multi-year agreement, which makes the winery the official wine sponsor of the NFL.

Barefoot, arguably Gallo’s best known brand, will kick off the partnership.

“Gallo is thrilled to be uniting America’s most loved winery with America’s most popular sport,” said E. & J. Gallo Chief Marketing Officer, Stephanie Gallo.

“As an industry leader our role is to welcome new consumers to the wine category in unique and relevant ways. This partnership will do just that by bringing our avid fan bases together. The notion of togetherness seems more relevant now more than ever.”

“We are excited to partner with E. & J. Gallo to bring more choices for our fans,” said Tracie Rodburg, NFL Senior Vice President, Sponsorship Management. “We look forward to pairing E. & J. Gallo’s extensive portfolio of wines, including its iconic brand Barefoot, with our fans, clubs and premiere events for memorable NFL experiences.”

The partnership will see Gallo present at on-site events, broadcasts and social activations, including at the Super Bowl.

Commercial opportunities during the Super Bowl are notoriously competitive, and considered a real boon for brands.

This year’s Super Bowl LVI averaged an audience of 112.3 million, with the acclaimed halftime show averaging 103.4 million viewers.