Concha y Toro plans Man Utd focus

01 October, 2010

Concha y Toro is planning to use its sponsorship of Manchester United Football Club to promote its brands, but will focus on other markets before the UK, global marketing director Giancarlo Bianchetti has said.

He was speaking at a press conference to celebrate its official partnership with the team, including a presence on digital boards around the pitch and pouring rights at Old Trafford.

“We started [using the sponsorship] this month in some markets in which we are advertising Concha y Toro. We are debating when will be the best moment to do it in the UK, but now we are much more focused on the other markets – Asia, the Nordics and eastern Europe.”?In the meantime the company will be using its box at Manchester United to entertain its customers.

Asked if he was concerned the deal might spark accusations that the company is trying to appeal to children, Bianchetti said: “We believe we are quite responsible in the way we manage our communications.

“Wine is much more related to culture – more than just a stimulant like some other alcohol.”

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