Manchester United has extended its partnership with Concha y Toro.

When the two companies announced the original contract in 2010, it was the first ever wine deal in English football. This 3 year extension, will take the sponsorship to 2019.

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The move means that the company’s Casillero del Diablo brand will be available across the club’s hospitality areas. Marketing has included television campaigns, 3 “Devil’s matches”, taking Manchester United Soccer Schools to North America and Chile, and taking United legends on wine-tasting tours of the country.

Concha y Toro said that a limited edition Manchester United wine collection had sold 300k bottles.

“Long-standing relationships are very important to us and Casillero del Diablo is at the heart of our family of global partners, and a natural part of our fabric too,” stated Manchester United group managing director, Richard Arnold.