The brand will also showcase a suite of sensory-focused activations (SUM).

The Mexican Football Federation (FMF) and the Soccer United Marketing arm of the US' Major League Soccer competition, have announced a multi-year partnership with Chilean wine brand Casillero del Diablo.

The deal designates Casillero del Diablo as the official wine of the senior Mexican men’s and women’s national teams in the US. 

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As part of the partnership, Casillero del Diablo will increase its brand awareness through a combination of high-visibility in-venue signage, fan experiences, and the development of limited-edition branded wine bottles.

The brand will also showcase a suite of sensory-focused activations.

Rodrigo Maturana, president of marketing for Casillero del Diablo owner Viña Concha y Toro USA, said: “As the official wine of the Mexican national teams in the US, we're poised to amplify the Casillero brand presence and engage fans through innovative experiences.

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“This collaboration symbolizes a strategic alliance, blending tradition with forward-thinking approaches to enhance the fan journey and entice new consumers to the wine category."

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Enrique Nieto, FMF’s director of strategic alliances, added: “We are always pleased to introduce a sponsor of the Mexican National Teams, and we couldn’t be more excited to officially bring Casillero del Diablo into our family.

“We are confident that with Mexico’s leading wine brand on our team, together we will connect with MNT fans through great experiences.”

Last April the US Soccer Federation and FMF governing bodies confirmed that they will bid to co-host the 2027 Women’s World Cup.

FIFA said it plans to publish an evaluation report in May this year, with a vote by FIFA’s congress over the tournament’s hosts to be held on May 17, 2024.

The US has hosted the Women’s World Cup twice before, in 1999 and 2003, while Mexico has never staged the tournament. Mexico has hosted the men’s edition twice before, in 1970 and 1986.