Leading Australian wine brand Jacob’s Creek celebrated penning a partnership to become the Official Wine Partner for the ICC through a celebratory social and PR campaign called #BreakOfPlay which pitches the new brand/ICC tie up as the perfect new pairing.
Raising a glass to the game, the new sponsorship deal, announced ahead of the ICC Men’s T20 World Cup 2021 (which takes place in UAE & Oman between 17 October and 21 November) sees Jacob’s Creek hold the official partner status until the end of 2023 complete with pouring rights at all ICC events, plus branding at in-stadia bars, stadium and digital broadcast advertising, as well as the rights to use ICC tournament brand marks.
The campaign will expand through several pre-tournament activations in key markets including Australia and New Zealand, India, UAE and the UK.
Amongst the early World Cup activation strands is a limited-edition cricket-themed bottles and gift packs for Jacob’s Creek Chardonnay Pinot Noir and Jacob’s Creek Classic Cabernet Sauvignon in India. These special packs include a Jacob’s Creek branded wine glass and commemorative limited-edition label.
“We’re excited to be working with the ICC to connect with cricket fans and wine lovers. As we return to stadium sports following COVID-19 restrictions, this partnership is a strategic opportunity for Jacob’s Creek in all major markets where our wines and cricket are celebrated and enjoyed,” explained Pernod Ricard Winemakers Global Marketing Director Eric Thomson.
ICC Chief Commercial Officer Anurag Dahiya added: “Cricket fans are gearing up for the ICC Men’s T20 World Cup and we’re excited to celebrate our partnership with Jacob’s Creek. With its rich heritage and award-winning portfolio, Jacob’s Creek joins a host of brands that have benefited from association with our events.”
Comment
Jacobs Creek has a heritage of activating around cricket and it is also currently the official wine of the ICC’s World Test Championship Final, while amongst its other sports focused marketing initiatives were tennis tie ups with Wimbledon and Novak Djokovic.
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