Australian Open has lost one of its key sponsorships as Jacob’s Creek has announced the end of their commercial partnership with the first Grand Slam of the year.
Oz-based popular wine brand Jacob’s Creek has ended their 13-year-old sponsorship agreement with the Australian Open. Jacob’s Creek had been serving as the official wine partner of the Australian Open since 2006.
The company’s earlier partnership with the tournament was effective until after the 2018 edition back in January. It has now emerged that the Australian Open and the brand owners will not be extending the relationship that has lasted 13 years, The Australian has reported.
Eric Thomson, marketing director of Pernod Ricard Australia, Jacob’s Creek’s French owner, told the newspaper: “Jacob’s Creek has decided to not renew its sponsorship of the Australian Open. We have very amicably agreed to go our separate ways.”
Jacob’s Creek previously paid Tennis Australia at least AUD 5 million ($3.6 million) a year as part of the deal. As the official wine of the Australian Open, Jacob’s Creek benefited from significant brand exposure during matches.
Also Read: Yonex extends Australian Open partnership
Since 2012, the brand has run TV campaigns during the tournament featuring leading international tennis players sharing intimate anecdotes about their lives. The first of these campaigns, which ran from 2012 to 2014 was entitled ‘Open Up’ and featured Andre Agassi. The most recent campaign, entitled ‘Made By Moments’ commenced in 2015 and features Novak Djokovic.
The producers of the wine – Pernod Ricard Winemakers – make some of Australia’s most successful export wines with their 80% of sales being made in 50+ export markets and having the leading brand in the UK, New Zealand and Asia.
Tennis Australia, in what would be called an apparent replacement of Jacob’s Creek, has signed French brand Piper-Heidsieck as the Official Champagne Partner for the Australian Open in a new three-year deal.
No comments:
Post a Comment