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24/03/2015

Wolf Blass named official wine partner for AFL

The AFL yesterday announced Wolf Blass had been named as the official wine of the AFL.

Following existing relationships with the Brisbane and Essendon Football Clubs, the move will see Wolf Blass further expand the brand’s AFL footprint.

Darren Birch, AFL general manager commercial operations, said Wolf Blass was another high calibre addition to the AFL’s stable of partners.

“The AFL has enjoyed a successful relationship with Treasury Wine Estates over the past three seasons and we look forward to further developing that partnership through the addition of the Wolf Blass brand to the many AFL events across the calendar year,” Birch said. “This partnership provides continuity and growth to Wolf Blass’ AFL sponsorship portfolio given the relationship the label already enjoys with the Lions and the Bombers in two of the country’s largest commercial markets.”

Lisa Saunders, Treasury Wine Estates marketing director Australia, said sport plays an important part for the winery.

“Wolf Blass is pleased to be continuing a tradition of involvement with Australian Football,” Saunders said. “Wolfgang Blass was the first winemaker to use coloured labels to help people remember their favourite wine and varietal.

Saunders said Blass conceived Wolf Blass Yellow Label when he was watching Hawthorn play in sixties.

“AFL fans can now enjoy a glass of Wolf Blass whilst watching their favourite team play at various football stadiums across the country.”

The 2015 Toyota AFL Premiership Season kicks off on Thursday 2 April with Carlton playing Richmond at the MCG.

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