Marques del Atrio unveiled as LaLiga's official wine

LaLiga and the Hacienda y Viñedos Marques del Atrio winery – whose principal shareholder is Changyu Pioneer Wine, the biggest wine group in China and the fourth biggest in the world – presented an agreement on Thursday that confirms Marques del Atrio as the competition's official wine partner. The sponsorship deal is the first of its kind between LaLiga and a winery, and will run for a period of three years, coming into force in Spain and China. Adolfo Bara, LaLiga’s managing director of sales, marketing and sponsorship, LaLiga ambassador Fernando Morientes, Jesus Rivero, managing director of Hacienda y Viñedos Marques del Atrio, and Sun Jian, the Changyu Pioneer Wine vice-president all attended the event.

The contract was signed in August and runs until June 2019, giving Marques del Atrio sponsorship exclusivity in the field of wine, as well as the title of official wine supplier at events organised by LaLiga. The agreement also has an international aspect with the Atrio and Changyu brands named as LaLiga's official wine supplier in China.

Bara, LaLiga’s managing director of sales, marketing and sponsorship, stated: "We have the best league in the world, we have the best players and clubs in the world, and so we're looking to associate ourselves with brands that ooze prestige. Our aim is to expand our brand and this partnership with Marques del Atrio is strategic, given that it's a gateway into the Chinese market and will further cement our position in Spain thanks to one of the world's biggest wine groups."

Rivero said that, "Linking our brand image with the world of sport is a source of enormous satisfaction for us. The fact that the Marques del Atrio name is linked to the best league in the world makes us proud." He continued by explaining that the winery has endeavoured to make Marques del Atrio a wine synonymous with excellence and quality since its inception and they believe that LaLiga also showcases such traits both at home and abroad. Changyu Pioneer Wine vice-president Sun Jian explained to those in attendance how Changyu and LaLiga directors had had the opportunity to formalise the agreement a few days earlier. "It's the first time a winery has signed a collaborative deal with LaLiga. Our partnership will strengthen our bid to make the Atrio brand a bestseller in China and the world. We have plenty of work ahead of us, but associating ourselves with the king of all sports hugely boosts our ability to send our message, as well as LaLiga's, to millions of people."

With history spanning back over 100 years, Marques del Atrio (Mendavia, Navarra) is a renowned winery on the national and international stage that combines tradition with innovation. The winery is among the five biggest with the Rioja Protected Geographical Indication label and produces a total of 20 million bottles every year. Hacienda y Viñedos Marques del Atrio is part of Changyu Pioneer Wine, a group founded in 1892 in Yantai in the province of Shandong. Changyu Pioneer Wine is the biggest wine group in China and the fourth biggest in the world, with over 200,000 tonnes of wine produced per year.