Jacob’s Creek has signed a three-year partnership with former Wimbledon champion Andre Agassi.
The partnership, which runs until early 2015, encompasses the rights for Jacob’s Creek to feature Agassi in a global promotional campaign that encourages consumers to embrace the brand’s ‘True Character’ philosophy by staying true to themselves.
The campaign is being launched at the Australian Open in January, before being amplified during the Wimbledon Championships in June-July.
Simon Thomas, deputy managing director of Pernod Ricard UK, said: “Agassi achieved legendary status at the All England Club with his Wimbledon victory in 1992. 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.”
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