From Rochester to the SEC: Constellation Brands’ Ruffino Prosecco Partners with Alabama Athletics

ROCHESTER, N.Y. — Constellation Brands is extending its reach into one of the most powerful ecosystems in American sports as Ruffino Prosecco, one of its signature wine labels, becomes a Proud Partner of the University of Alabama Crimson Tide for the 2025–26 athletic season.

The one-year agreement places Ruffino inside the heart of SEC football culture, aligning the Italian sparkling wine with a program known for national titles, high visibility, and a fiercely loyal fanbase.

Throughout the season, Ruffino will activate the partnership with campaign messaging targeting fans 21 and older, anchored by its theme: “Live in the Sparkle, Cheer on the Tide.”

“Partnering with The University of Alabama allows us to connect with a passionate and loyal fanbase that celebrates tradition, excellence, and community,” Ruffino said in a statement. “We’re proud to support Crimson Tide fans as they toast to every touchdown, victory, and unforgettable moment.”

A Major Business Play in the SEC

While financial terms of the Ruffino agreement were not disclosed, industry context underscores the magnitude of the platform Ruffino is stepping onto.

Crimson Tide Sports Marketing, Alabama Athletics’ multimedia rights partner through Learfield, operates one of the largest and most commercially influential sponsorship ecosystems in the country. Learfield manages all corporate partnerships, digital media rights, and on-site activations for Alabama.

The broader rights deal between Alabama Athletics and Learfield is estimated at $15 million to $16 million per year for the multimedia-rights package, according to Football Scoop. That figure reflects the scale of commercial demand for association with Alabama football, although Learfield does not publicly disclose specific brand-by-brand sponsorship values, including Ruffino’s.

Jim Carabin, Vice President and General Manager of Crimson Tide Sports Marketing, said Ruffino’s entrance into the Alabama marketplace is a strong fit.

“It is exciting to partner with Ruffino to help Crimson Tide fans celebrate the amazing accomplishments of Alabama’s Athletics,” Carabin said. “We’re proud to welcome Ruffino to the Crimson Tide family.”

A Global Wine Brand with Rochester Roots

Ruffino, founded in 1877 in Tuscany, is part of Constellation Brands’ premium wine portfolio—giving Rochester a direct connection to a major new sponsorship in college athletics. The brand’s global footprint spans more than 80 countries and includes wines produced throughout Tuscany and Veneto, including Chianti Classico, Montalcino, Bolgheri, its Aqua di Venus portfolio, and its increasingly popular Prosecco line. Aligning with Alabama Athletics positions Ruffino within a consumer base that blends tradition, celebration, and strong purchasing power, an attractive combination for a luxury wine brand expanding its U.S. cultural presence.

Learfield’s Expanding Role

Learfield remains one of the most influential companies in college sports marketing. With relationships across more than 1,200 collegiate institutions and over 12,000 brand partners, the company drives sponsorship revenue, branding strategy, fan engagement, NIL solutions, and digital platforms for universities nationwide.

Its management of Alabama’s sponsorship ecosystem is among the most valuable in college sports—a central reason wine and beverage brands see the SEC as a high-ROI environment.

A Sparkling Partnership Ahead

For Constellation Brands, the Ruffino-Alabama tie-up offers exposure inside one of the largest sports audiences in the country. For Alabama, it introduces another national brand committed to enhancing the fan experience on and off the field.

The partnership officially begins for the 2025–26 season, with activations planned throughout football and other varsity sports.

More information on Ruffino Prosecco can be found at ruffinosparkling.it.