Jacob’s Creek serves up Agassi deal

Jacob’s Creek has signed a three-year deal with tennis legend Andre Agassi as the Australian wine brand seeks to reinforce its connections with the sport.

Former Wimbledon champion Agassi (left) will feature in a global promotional campaign for the Pernod Ricard-owned brand which will encourage consumers to embrace Jacob’s Creek’s “True Character” tagline.

The campaign will be amplified throughout The Wimbledon Championships to reinforce the brand’s status as the Official Wine of Wimbledon.

This latest move further builds on Jacob’s Creek’s association with tennis, which includes the brand’s sponsorship of major tournaments such as the Australian Open and its partnership with the All England Club as the Official Wine of Wimbledon.

The new Jacob’s Creek Agassi partnership will include an integrated suite of marketing materials including new creative, as well as digital and PR activations that will increase brand awareness in and around tennis events where Jacob’s Creek has an association.

As part of the first year of the campaign, a series of short films has been produced featuring Agassi in candid on- and off-the-court stories, which aim to bring the Jacob’s Creek “True Character” idea to life.

The campaign is being launched at the Australian Open later this month, before being ramped up during the Wimbledon Championships with above- and below-the-line activity.

Simon Thomas, deputy managing director of Pernod Ricard UK, said: “Agassi is a true character of tennis, and achieved legendary status at the All England Club with his Wimbledon victory in 1992.

“Since his retirement from international tennis, he has proven himself to be an even greater true character, particularly through his philanthropic work.

“Being able to partner with him to deliver our ‘True Character’ message is a real coup, particularly given Jacob’s Creek status as the Official Wine of Wimbledon.”