Treasury signs up former England cricket captains

10 July, 2013

Treasury Wine Estates  announced the signing up of former England cricket captains and Ashes legends Andrew Strauss and Michael Vaughan - on the first day of the much anticipated Ashes cricket series.

Strauss and Vaughan have signed up as ambassadors to front Wolf Blass’s Ashes broadcast partnership with Sky Sports in 2013/14.

Strauss, who was captain for the victorious 2009 and 2011 Ashes series, and Vaughan, who skippered the unforgettable 2005 triumph, will both feature in TV sponsorship idents as part of the brand’s official ‘Wolf Blass Yellow Label’ partnership with Sky Sports coverage of this summer’s Investec Ashes as well as the next series, in Australia, this winter.

Wolf Blass has a long association with cricket and had a strong presence in UK media during both the 2005 and 2009 Ashes series, including sponsoring highlights on Five in 2009.

Treasury Wine Estates EMEA managing director Andrew Carter, said: “We are incredibly excited to have two inspiring leaders like Andrew and Michael signing up to be Wolf Blass brand ambassadors for this year’s Ashes. They are both people who represent the essence of triumph, much like Wolfgang Blass, the founder of the Wolf Blass brand.

“This campaign will centre around the heartland of Wolf Blass wines, ‘Yellow Label’ - the UK’s favourite premium Australian wine,” he said.

The idents will be shown throughout each day’s play on Sky Sports, during replays and also catch-up TV. The deal will also see advertising on Sky Sports News, as well as a significant digital presence on

To drive the creative platform, TWE has appointed sports marketing agency MediaCom Sport to manage all activation activity.

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