The Mexican Football Federation (FMF) has announced a multi-year partnership agreement with Chilean wine brand Casillero del Diablo with the help of Soccer United Marketing arm of Major League Soccer.

The partnership will see Casillero del Diablo act as the Official Wine Partner of the Mexican men’s and women’s national teams in the US.

Casillero del Diablo will get branding presence through in-venue signage, fan experiences, and limited-edition branded wine bottles. The two will also be working on a host of sensory-focused activations.

Carter Ladd, Soccer United’s Marketing Chief Revenue Officer, added:

“The Mexican National Team is a driving force of the sport and its growth across North America, and Soccer United Marketing is proud to announce Casillero del Diablo as the Federation’s latest U.S. partner. Casillero del Diablo is a legendary, global winemaker, and we know Mexico’s massive, passionate fanbase in America will enjoy this partnership for many years to come.“

Rodrigo Maturana, President of Marketing for Viña Concha y Toro USA, commented:

“Casillero del Diablo is thrilled to unite with the Federación Mexicana de Fútbol and Soccer United Marketing in this exciting partnership. As the official wine of the Mexican National Teams in the U.S., we’re poised to amplify the Casillero brand presence and engage fans through innovative experiences. This collaboration symbolises a strategic alliance, blending tradition with forward-thinking approaches to enhance the fan journey and entice new consumers to the wine category.“

Enrique Nieto, FMF Director of Strategic Alliances, added:

“We are always pleased to introduce a sponsor of the Mexican National Teams, and we couldn’t be more excited to officially bring Casillero del Diablo into our family. We are confident that with Mexico’s leading wine brand on our team, together we will connect with MNT fans through great experiences.“