Typically, football is associated with hot pies and beer, or coffee. But supporters of the AFL Hawthorn Football Club will soon be enjoying glasses of Tasmanian sauvignon blanc and pinot noir pre- and post-match.
Leading Tasmanian wine company Tamar Ridges Estates, has secured the exclusive rights to be the Official Wine Supplier to the Hawthorn Football Club until 2010.
The corporate sponsorship, announced today by Dr Andrew Pirie, Chief Executive of Tamar Ridge Estates and Mr Ian Robson, Chief Executive of the Hawthorn Football Club, coincides with the Hawks final Tasmanian match this year, to be played today at the popular Launceston Aurora Stadium.
‘This major sports sponsorship is a natural alliance, as both organisations are strong supporters of Brand Tasmania. The relationship is significant for Tamar Ridge and Tasmania, because it also provides an opportunity to introduce a diverse mainland audience to premium Tasmanian wines, said Dr Andrew Pirie.
‘Linking wine to football may appear to break with certain traditions, but this sponsorship will deliver Tasmanian wine definite benefits. And there are synergies – elite sportsmen, like our team of winemakers, strive for excellence, and whether the outcome is a match win or a top quality wine, the ultimate gain is strong supporter loyalty.’
The exclusive wine sponsorship is to be integrated into the Hawthorn Football Club’s corporate and member program. Wines from the Tamar Ridge portfolio will be featured at all official club functions, notably the Peter Crimmins Club Champion function, special tastings, and selected corporate hospitality events.
The Hawthorn Football Club already has strong links to Tasmania through its partnership with the Tasmanian government and commitment to play four games per season in Launceston.
‘The Hawthorn Football Club is continuing to build relationships with local Tasmanian industry and is committed to linking our corporate partners with premium Tasmanian businesses like Tamar Ridge Estates,’ said Club Chief Executive, Mr Ian Robson.
The diverse Tamar Ridge Estates portfolio includes the award-winning Tamar Ridge and Devil’s Corner brands, which encompass a selection of Tamar Valley origin Chardonnay, Sauvignon Blanc, Pinot Grigio and Pinot Noir, as well as sparkling wine – a necessity to celebrate the Hawks successes this season.
The Devil’s Corner Sauvignon Blanc and Pinot Grigio 2007, which are to be released nationally this week, will be previewed at the pre-match lunch today.
