• by Teresa Buyikian , February 7, 2025

Barefoot Wine,  the official wine sponsor of the NFL, has teamed up with Allison Kuch, online creator/influencer and wife of retired footballer Isaac Rochell, for a Super Bowl social media campaign.  Kuch, who has nearly one million Instagram followers, will be on hand at the game itself to “offer emerging fans exclusive behind-the-scenes content” live from New Orleans.

Men may still make up the majority of fans who tune into the Super Bowl, but women are now an extremely close second. Per Sports Business Journal, 47.5 % of the total Big Game audience was women, comprising 58.8 million viewers in 2024,. Women also buy the majority of the wine in the U.S. (59%, per the Beverage Information Group).

The partnership with Kuch is a continuation of the brand’s Bandwagon Box program, which launched in 2023 to welcome emerging NFL fans to the sport. The brand has held previous sport-related activations with Olympic gold medalist Simone Biles and football mom Donna Kelce, and has since reported a “7% increase in Barefoot's association with the NFL” since the program launched. 

Marketing Daily spoke with Beth Orozco, vice president of brand management for Gallo, about the campaign.

Marketing Daily: What is Allison Kuch doing for Barefoot at the Super Bowl?

Orozco: She will be bringing her insider expertise to Barefoot Wine’s Super Bowl experience, making football more accessible and fun for everyone. As a former WAG [one of the wives and girlfriends of an athlete], who spent years preparing for and watching big games, she knows exactly how to simplify the sport for emerging fans.

Throughout Super Bowl week in New Orleans,  she’ll be sharing on Instagram everything from food and wine pairings to game day fashion, and even some NFL 101 tips to help fans impress their friends Plus, she’ll be capturing exclusive behind-the-scenes content, giving Barefoot followers an inside look at all the Super Bowl action.

Marketing Daily: What’s the goal of using influencer marketing for the Super Bowl?

Orozco: One of Barefoot’s core goals is to welcome consumers to the category by giving them new and relevant ways to buy and enjoy wine more frequently. During the 2023-2024 NFL season, Barefoot brought in two million new users—enough to fill every seat in every NFL stadium. Barefoot also continues to grow with key demographics for wine like Gen Z, women and diverse groups. In fact, Barefoot brings in the most first-time Hispanic and African American buyers.

Marketing Daily: How does Kuch target your demographic?

Orozco: With world-famous pop stars  and other cultural icons igniting record NFL viewership, the brand was inspired to offer programming and experiences that resonated with this new and engaged demographic. Specifically, NFL wives and girlfriends are at the center of NFL culture. Their unique personalities and points of view allow them to deepen the connection between the game and emerging NFL fans.

NFL-adjacent creators are the most trusted source for news and insights that matter to our audiences.

Marketing Daily: How does this sort of influencer marketing fit into your overall marketing mix?

Orozco: Influencer marketing is a key part of Barefoot’s strategy to drive cultural relevance and expand wine into new drinking occasions. By partnering with influential voices like Allison Kuch, Simone Biles, and Donna Kelce, Barefoot meets consumers where they are, at the intersection of sports, entertainment and pop culture.

Marketing Daily: How heavily does the brand rely on influencer vs. traditional on or offline marketing?

Orozco: Barefoot’s marketing strategy blends influencer partnerships with traditional on- and offline marketing to drive consumer engagement and category growth. … Influencer partnerships help Barefoot connect with key demographics—Gen Z, women, and diverse audiences—by positioning wine at the center of trending cultural moments. At the same time, Barefoot continues to invest in traditional marketing across retail, digital, and experiential channels to ensure wine is a natural part of gameday celebrations.