Jacob’s Creek hits the pitch

October 6, 2021
By Ioni Doherty

Jacob’s Creek, Australia’s number one wine brand, has signed as the Official Wine Partner for the ICC until the end of 2023, with the first major tournament, the ICC Men’s T20 World Cup 2021, taking place in UAE and Oman from 17 October – 21 November.

As exclusive wine partner, Jacob’s Creek has pouring rights for all ICC events, branding at in-stadia bars, stadium and digital broadcast advertising, and use of brand marks for the partnership period. 

The brand will roll out branded activations in key markets including Australia and New Zealand, India, UAE and UK. 

Anurag Dahiya, ICC’s Chief Commercial Officer says: “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.”

In India, the brand is gearing up for the start of the ICC Men’s T20 World Cup tournament with limited-edition cricket-themed bottles and gift packs of Jacob’s Creek Chardonnay Pinot Noir and Jacob’s Creek Classic Cabernet Sauvignon. The packs include a Jacob’s Creek branded wine glass and commemorative limited-edition label. 

Eric Thomson, Global Marketing Director for Pernod Ricard Winemakers says: “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.”  

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