Pernod pairs Jacob's Creek with Andre Agassi

05 January, 2012

Pernod Ricard has announced a marketing partnership between Jacobís Creek and former tennis player Andre Agassi.

The three-year deal will see Agassi feature in a global promotional campaign for Jacobís Creek that will run alongside the brandís existing sponsorship agreements with the Australian Open and Wimbledon.

Pernod Ricard has not disclosed Agassi's fee for the promotional partnership.

Agassi is an eight-time Grand Slam winner who in his recent autobiography controversially admitted to "hating tennis" and having used crystal methamphetamine during his career.†

According to the France-headquartered†group, the campaign commences this month to coincide with the Australian Open and is aimed at encouraging consumers to "embrace the brandís True Character philosophyĒ.

The promotional programme includes a series of short films featuring Agassi and digital and PR Ďactivationsí aimed at building awareness of the brand during tennis tournaments.

Simon Thomas, deputy managing director of Pernod Ricard UK, 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.

ďBeing 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





Comment

Dominic Roskrow

The serious business of bourbon

This is most odd. Iím standing with two American gentlemen in the corner of a very swish steak bar staring at a surreal painting of what weíre being told is a ship exploding as it sails towards a lighthouse. I think.

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