Jacob's Creek signs up tennis star Agassi

05 January, 2012

Jacobís Creek has signed up tennis star Andre Agassi for a three-year global campaign promoting its wines.

The campaign is part of the brandís True Character promotion, and will be amplified during the Wimbledon tennis championships, of which Jacobís Creek is the official wine.

It builds on an existing association with tennis Ė Jacobís Creek also sponsors the Australian Open tournament.

In the first year of the campaign a series of short films will be released, featuring Agassi in on and off-the-court stories. There will also be ads, digital and PR activity.

Pernod Ricard UK deputy managing director Simon Thomas said: ďAgassi is a true character of tennis, and achieved legendary status at the All England Club with his Wimbledon victory in 1992. ďSince 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 Jacobís Creek status as the Official Wine of Wimbledon.Ē




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle Ė which makes it especially galling that we spend so much time divided over it.

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