Chilean wine brand Casillero del Diablo has secured a major sponsorship deal with Sky Movies, which the broadcaster said was the largest ever of its kind.
The tie up, which runs for a year from March, will see the brand featured during 55,000 films across eight Sky Movies channels, seven other movie channels, and in film slots on Sky 1 and Sky Living.
In return, Casillero will promote the link on more than four million promotional bottles, which will give shoppers the chance to win prizes such as a trip to Hollywood and Sky subscriptions.
“This major TV film sponsorship for Casillero del Diablo continues to demonstrate that we are committed to building our brands in the UK market,” said Clare Griffiths, marketing director at brand owner Concha y Toro UK. “We believe that through the Casillero del Diablo brand we can drive true category value for our customers by connecting with our consumers through strong and extensive marketing campaigns.”
“We are absolutely delighted to welcome Casillero del Diablo as sponsor across a plethora of our movie channels,” said David Shore, head of business development at Sky Media. “In what is our largest multi-channel sponsorship deal to date, we are really looking forward to developing this into a partnership that celebrates the legend of movies.”
The Concha y Toro range of wines, which includes Casillero del Diablo, last year climbed into the top ten wine brands, with sales up 27.4% to £89m [Nielsen 52 w/e 11 October 2014].