Excelsior Wines, an importer of South American wines, has signed a multi-year sponsorship deal with Major League Baseball’s Miami Marlins.
The sponsorship, which takes effect immediately and extends through the 2019 season, applies to the Marlins’ home territory of Greater Miami and Southern Florida. As a result, Excelsior’s new Frontera After Dark 750-ml. range (SRP $6) becomes the “Preferred Wine Partner of the Miami Marlins.”
“South Florida is Frontera’s number one market in the U.S.,” says Marc Goodrich, President of Excelsior Wines. “Working with the Miami Marlins is a natural step and another way to integrate further within the local community by uniting our respective fan bases.”
That partnership gives Frontera After Dark TV-visible signage at the 37,000-seat Marlins Park, branding and signage at the stadium’s five clubs and suites, and sponsorship of “Wine Down Wednesday.” For that event, fans purchase a package that includes a game ticket, access to the VIP pre-game party, a $5 donation to benefit a local charity, and a glass of Frontera After Dark Chardonnay or Frontera After Dark Cabernet Sauvignon-Merlot.
Appropriately, the Frontera After Dark marketing campaign, with a strong focus on social media, features the tagline, “The Night Time is the Right Time.”
In addition to sponsorship of the Miami Marlins, Excelsior Wines promotes its wines through partnerships with three other sports franchises: the Dallas Cowboys and Concha y Toro, the NJ Devils and Casillero del Diablo, and Manchester United Football Club and Casillero del Diablo.