Treasury Wine Estates deal with the AFL will run for a year

Treasury Wine Estate's deal with the AFL will run for a year

Treasury Wine Estates has lined up a partnership with the Australian Football League (AFL) for its Rosemount Estate brand.

The one-year agreement, announced today (13 June) gives Rosemount exclusivity as the wine served at all AFL official events. The AFL hosts around 50 functions and events per year in the country, including the AFL Hall of Fame Induction Dinner, Brownlow Medal night, official match day functions and Grand Final functions.

Financial details behind the tie-up were not disclosed.

“We have been the wine of choice for Australian social occasions for over 35 years and, like the AFL, we’re excited about the future and the opportunities for expansion this brings,” said Angus McPherson, MD of Rosemount Estate at Treasury.

“This partnership will help build our brand and open opportunities for sampling and enjoyment occasions that align with the AFL’s needs and those of their passionate supporters.”

The partnership “builds on the corporate partnership” with Treasury, the company added.