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Volume 25 No. 194
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Winemaker Ends Long Run As One Of Top Australian Open Sponsors

Jacob’s Creek paid Tennis Australia around $3.5M a year in exchange for corner signage on main courts
Photo: GETTY IMAGES

Australia-based winemaker Jacob’s Creek has "pulled out of its 13-year stint as one of the biggest sponsors" of tennis' Australian Open, as the brand's "existing contract expired" after this year's event, according to Nick Tabakoff of THE AUSTRALIAN. It is "believed Jacob’s Creek previously paid Tennis Australia" at least $3.5M (all figures U.S.) a year and "received coveted corner signage" on Rod Laver and Margaret Court arenas for all matches. The deal also included "status as the Open’s official wine." Jacob’s Creek had deals with Novak Djokovic and Andre Agassi to be "ambassadors for the winemaker in branded content segments during recent tennis telecasts." Jacob’s Creek has also "ended its existing deal with Djokovic as a brand ambassador," and it will "withdraw from TV sponsorship agreements with the tournament’s host broadcaster that saw it pay" between $1.1-1.4M a year for ads and segments. One "possible contributor to Jacob’s Creek’s withdrawal from the Australian Open was an August deal struck by the tournament with top French brand Piper-Heidsieck to be its champagne partner" (THE AUSTRALIAN, 10/2). Read more in SBD Global