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Australian Open ends deal with wine partner

Wine maker Jacob’s Creek has opted to end its long-running sponsorship of the Australian Open tennis grand slam.

The company’s partnership with the tournament ended after the 2018 edition back in January, and it has now emerged that the two parties will not be extending a relationship that has lasted 13 years.

Eric Thomson, marketing director of Pernod Ricard Australia, Jacob’s Creek’s French owner, told The Australian newspaper: “Jacob’s Creek has decided to not renew its sponsorship of the Australian Open. We have very amicably agreed to go our separate ways.”

According to The Australian, Jacob’s Creek previously paid Tennis Australia at least Aus$5m (€3.1m/$3.6m) a year as part of the deal. As the official wine of the Australian Open, Jacob’s Creek benefited from significant brand exposure during matches.