Tennis ace Boris Becker partners with Anakena

Six-time Grand Slam winner Boris Becker has been made a brand ambassador for Chilean winery Anakena to help build its presence in the UK.

The former world number one tennis star will work with Anakena to communicate its ‘Ambition and Dedication’ story, which is central to the brand’s consumer marketing campaign.

Anakena’s hook-up with Becker strengthens the brand’s association with tennis, building on its relationship with world number one doubles player Jamie Murray.

As part of the partnership, Becker will support promotions with key customers, deliver content across the brand’s social media platforms, and front a trade campaign around the Lawn Tennis Association’s ‘Summer of Tennis’.

“Anakena’s story of ambition and dedication resonates with my experiences as both a tennis player and coach, so I am delighted to partner with Anakena to help them tell their story,” Becker said.

“As a relatively young brand in the UK, it’s an exciting time to partner with Anakena and help grow awareness and engagement with consumers,” he added.

Anakena’s name hails from an ancient Chilean ‘Birdman’ legend. The story goes that every spring the Easter Island sea bird ‘Manutara’ would lay its precious egg in a secret hideaway (or ‘anakena’) somewhere in the coastal cliffs on the islet of Motu Nui.

The men from Rapa Nui (Easter Island) would show their worth by swimming to the islet in search of the egg. The first islander to bring it back safely was given the title of ‘Tangata Manu’ – the Birdman.

“We’ve already had great success with our Anakena brand and are excited to be partnering with tennis legend Boris Becker, who shares a close link with Anakena’s challenger personality,” said Accolade’s managing directory Amy White.

As the youngest ever player to win Wimbledon, Boris has always shown great dedication and ambition to his sport. His relentless drive epitomises the spirit of Anakena and we believe this is the start of a fantastic partnership,” she added.