If you think NFL football is only represented by beer, brats, and barbeque, think again.  E.& J. Gallo Winery is out to change that image in your mind as Gallo is now the official wine sponsor of the National Football League.

Although no fee was disclosed, SportsPro quoted Forbes business magazine as reporting that, “Gallo will pay the NFL around $30 million annually,” similar to the league’s agreement with London-based multinational beverage alcohol company, Diageo, once the world’s largest distiller in terms of Scotch whisky.

The unique multi-branded, multi-year agreement --- which will activate in August --- is structured to engage football fans from season kickoff through the Super Bowl.  Included in the planning is broadcast, digital, and social content to accompany local team activation, player imagery and appearances, and on-site presence at major events.

“We look forward to pairing Gallo’s extensive portfolio of wines with our fans, clubs, and premier events for a full NFL experience," says Tracie Rodburg, an NFL Vice President.

Gallo company representatives call the wine sponsor designation part of its continued expansion and diversification of its portfolio, “across all price points to meet growing consumer demand and evolving preferences.”

Reminded of the usual image of football fans tailgating with a cold one in hand, Gallo Winery folks were asked about the inclusion of wine drinkers.  Chief Marketing Officer Stephanie Gallo said: “Since 1933, we’ve been constantly endeavoring to win new friends for wine.  We believe the NFL is the perfect partner to help us welcome new fans into the wine category in unique and relevant ways given that their audience is made up of over 160 million consumers.  This partnership will do just that by bringing our avid fan bases together.  From tailgating to touchdowns, we’re confident our portfolio of wines pairs well with any NFL game day occasion, celebration, or menu item.”

Barefoot-ball

Starting at quarterback in the new playbook will be the wineries iconic brand, Barefoot.  “There’s something for everyone in the brand, from sweet reds and refreshing whites to a delicious bubbly,” they advertise.  “While we appreciate the hustle, life is about more than work!

“Since the beginning when the first burgundy was created with an unconventional name and a logo showing barefoot crushing of fruit, we’ve always marched to the beat of our grapes, starting with the belief that wine should never be taken too seriously.

“We believe life’s more fun when we’re together.  That’s why our mission is to introduce new friends to wines that are fun, flavorful, and approachable --- come barefoot with us.”

Clever copy and marketing slogans aside, the unexpected partnership between hard-core “three-yards-and-a-cloud-of-dust” gridiron enthusiasts and those who sip from long-stem glasses seems to be a workable one, a pairing of two giants.

The NFL with its 32 teams and an 18-week regular season was formed in 1920.  A decade after that, Gallo came into being, now the largest winemaker in the world with 31,000 wineries and 111,000 vineyards worldwide.  Headquartered in Modesto, the company squeezes a lot of grapes that are bottled into a broad array of products with over 130 brands.

No word yet on whether Gallo researchers are developing a new wine product to possibly be called Football Fever or Touchdown Terroir.

The partnership, according to Front Office Sports, will mean the NFL is now on course to surpass $2 billion in sponsorship revenue for the first time.