Trivento extends its sponsorship of Premiership Rugby by a further three years

By Richard Siddle

Published: 29 January, 2015

Trivento, the Argentinean wine brand, is to extend its sponsorship of Premiership Rugby for a further three years following the success of its initial link up.

Premiership rugby Aviva Premiership rugbyTrivento is first wine sponsor of Premiership rugby

Trivento, the Argentinean wine brand, is to extend its sponsorship of Premiership Rugby for a further three years following the success of its initial link up.

The partnership means Trivento will be able to promote itself and its wines at all Premiership Rugby matches until the end of the 2016/2017 season.

Clare Griffiths, marketing director, Concha y Toro UK, which owns and distributes Trivento in the UK, said of the link up: "Our partnership with Premiership Rugby has already yielded very positive results, in terms of developing new listings for Trivento with our key customers, and driving category value sales by activating brand activity in-store and at point of purchase. The natural overlap with Rugby supporters in terms of target audience is helping us to build its household penetration."

The rugby partnership has coincided with Trivento enjoying unprecedented sales success and was the UK's biggest Argentinian wine brand by value in 12 weeks to January 1, according to Nielsen data.

Dominic Hayes, commercial director of Premiership Rugby, said it was pleased to have Trivento's support for a further three years: "It is testament to the working relationship and results we have achieved in the last six months that we are already extending the relationship for two further seasons. We continue to develop new initiatives and are delighted with the long term relationship."

Andrew Maidment, director of Wines of Argentina for Europe, said the high profile sponsorship was important for the category as a whole. "With research showing that Argentine wine sales are especially strong amongst males between 25-45, the collaboration between Trivento and Premiership Rugby is a match made in heaven. Moreover, to have Argentine brands making marketing partnerships of this scale is extremely helpful in raising awareness of Argentina and its wines in general."