Credit: The Drinks Business
Spanish winery Ramón Bilbao has signed a landmark partnership with the Royal Spanish Football Federation (RFEF)to become the official partner of Spain’s men’s and women’s national teams — both currently ranked number one in the FIFA world rankings.
The collaboration will see Ramón Bilbao accompany the men’s team on their road to the 2026 FIFA World Cup and support the women’s team’s qualification journey for the 2027 World Cup in Brazil, marking a union between two of Spain’s most iconic cultural forces — wine and football.
A Union of Culture, Passion, and Excellence
Ramón Bilbao described the partnership as “a historic milestone,” celebrating the shared values of passion, leadership, and excellence that drive both the winery and the national teams.
Carlos Gallego, Managing Director of Cluster Iberia at Zamora Company, emphasized the deeper meaning behind the collaboration:
“We see this as the union of two great icons that share the same spirit of perseverance and the desire to leave a lasting mark. It’s a collaboration that transcends sectors to inspire, excite, and evoke collective pride.”
Beyond Sponsorship: Crafting Experiences
The partnership will come to life through fan activations, hospitality initiatives, and brand integration during World Cup cycles and other international tournaments over the next two years. Ramón Bilbao will also play a key role in enhancing VIP experiences in Spanish stadiums, blending fine wine and sport to elevate the premium fan experience.
Alejandro Sánchez-Gómez, Marketing Director at Zamora Company, highlighted the emotional resonance of the deal:
“For Ramón Bilbao, accompanying the Spanish National Teams means sharing with millions of fans the excitement of every match and the passion for achieving great goals.”
365247 Insight
This partnership reflects a growing trend of luxury and lifestyle brands embedding themselves into elite sport, where cultural prestige meets mass emotional connection. For Ramón Bilbao, the move positions the winery as more than a beverage brand — it becomes a symbol of Spanish identity, pride, and global excellence, resonating both on and off the pitch.
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