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Casillero del Diablo renews sponsorship of Sky Cinema and movies

Published:  02 July, 2018

Casillero del Diablo has renewed its sponsorship of Sky Cinema and movies across Sky’s partner channels.

The deal marks the third consecutive year the Concha y Toro-owned brand has sponsored Sky, with the partnership having delivered “impressive results” in terms of recognition and awareness, said Clare Griffiths, commercial director for Concha y Toro UK.

“A partnership with “movies on Sky” has offered the perfect opportunity to excite our core consumers and retail customers with premium film content and prizes, an always-on TV presence, and a promotional calendar of in-store activation,” she said.

Since Concha y Toro first became a sponsor in 2015, household penetration had grown more than 63%, from 5.2% to 8.5%, added Griffiths.

“Casillero del Diablo’s ‘legendary’ creative positioning matches perfectly with premium at-home cinematic viewing.”

As part of the sponsorship, 10- and 20- second Casillero del Diablo idents are shown across 15 channels and 31,500 movies over the 12 month deal.

Head of sponsorships at Sky, David Shore. said: “Casillero del Diablo is a premium brand and one that from the outset demonstrated enthusiasm to explore every opportunity to turn the sponsorship of movies on Sky into a fully-activated partnership that lives well beyond our platforms and products.”