Pernod pairs Jacob's Creek with Andre Agassi

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

The three-year deal will see Agassi feature in a global promotional campaign for Jacob’s Creek that will run alongside the brand’s 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 brand’s True Character philosophy”.

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

Simon Thomas, deputy managing director of Pernod Ricard UK, said: “Agassi is a true character of tennis, and achieved legendary status at the All England Club with his Wimbledon victory in 1992.

“Since his retirement from international tennis, he has proven himself to be an even greater true character, particularly through his philanthropic work.

“Being able to partner with him to deliver our True Character message is a real coup, particularly given Jacob’s Creek status as the official wine of Wimbledon.”