Wolf Blass signs three-year deal with International Cricket Council

Wolf Blass has signed a three-year global partnership deal with the International Cricket Council (ICC).

The deal gives the Australian wine brand the title of Official Wine Partner of the ICC Cricket World Cup 2019 in England and Wales and ICC World T20 in Australia in 2020.

For the UK market the brand is launching a promotion in July for UK retailers with a range of limited edition cricket labels and the chance to win tickets to the World Cup Final.

The off-trade will also see a range of off-shelf promotions to promote the partnership and the competition; this will include off shelf displays, gondola end promotions and social media activity.

Treasury Wine Estates’ deputy chief marketing officer, Angus Lilley, said: “Wolf Blass is pleased to be the Official Wine Sponsor of the ICC Cricket World Cup in a partnership that extends globally.

“Wolf Blass has a fantastic history aligning to the sport, including the 2015 ICC Cricket World Cup, and we are looking forward to aligning again with one of the biggest events on the sporting calendar.”

This is the first burst of activity in a year-long build-up to the Cricket World Cup, with more planned over the next 12 months. 

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