The three-year sponsorship agreement with Major League Soccer (MLS) takes effect Jan. 1, 2018 and extends through 2020. It enables Trivento to collectively leverage all 20 U.S.-based MLS Clubs at retail (LAFC joins in 2018).
All four ranges in the Trivento line-up – Trivento Reserve varietal wines, Amado Sur blends, Golden Reserve Malbec and the single-vineyard prestige cuvée Eolo Malbec – are included in the partnership, the latest in a series of high-profile sports partnerships initiated by Excelsior Wines.
New MLS-branded packaging for the Trivento Reserve label and access to MLS regular and post-season matches are included in the agreement. Opportunities extend to game tickets and access to VIP hospitality, including the MLS All-Star Game presented by Target, the Audi MLS Cup Playoffs and MLS Cup, MLS’ championship match, plus branded merchandise, player appearances and sweepstakes programs.
“Partnership with Major League Soccer is a natural for Trivento, with Argentina home to some of the world’s greatest champions on the soccer field and in world-class Malbec. When it comes to wine purchasing, MLS fans index higher than other leagues throughout North America. Trivento is on a winning streak, with Trivento Reserve Malbec the fastest-growing Malbec in the $10-$15 category in the U.S. Sales of Trivento Reserve Malbec in the first six months of 2017 are up +27% over the same six-month period last year. Add to that, Trivento has just been designated a “Hot Prospect Brand” by Impact, a leading source of data and analysis for the international beverage industry,”” said Marc Goodrich, president of Excelsior Wines.