By Deborah Jackson, editor National Liquor News

Wolf Blass is continuing its push into Asia, announcing a multi-year marketing partnership with Manchester City Football Club, making it the official wine partner of Manchester City for Asia, Middle East, Africa (MEA) and Mexico.

The multi-platform agreement will see Wolf Blass engage fans in key markets through a consumer campaign including in-store promotions, co-branded merchandising, giveaways, digital and social media activations and events.

As the official wine partner of Manchester City, Wolf Blass will have access to more than 240 million fans across Asia, Middle East and Africa, along with millions of followers across the Club's growing social media presence.

Robery Foye, president and managing director of Asia, MEA and Latin America at Treasury Wine Estates (TWE), the owner of Wolf Blass, said Wolf Blass has long been associated with competitive sports and has a passion in the chase for success.

"Through this partnership with Manchester City FC, Wolf Blass will bring to life our global brand campaign 'Here's to the Chase', which celebrates the bold pursuit of triumph. We look forward to joining Manchester City in their bid to win more trophies, and celebrate their growing success with our iconic Wolf Blass wines."

Damian Willoughby, VP director of partnerships, APAC at City Football Marketing, said: "Wolf Blass is a pioneer in their industry whose commitment to quality, character and consistency echoes our own. Our new partnership offers us an exciting opportunity to connect with fans and consumers and we are looking forward to working with Wolf Blass as we both continue to grow in new and imaginative ways."

The partnership will see Wolf Blass further expand its sports sponsorship footprint in the region following recently signed agreements with the National Basketball Association in China and professional baseball organisations in Japan and Korea.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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