Jacob's Creek is to replace Blossom Hill as the official wine of Wimbledon next year.
It is the second time the Australian wine brand has sponsored the tennis tournament and this time brand owner Pernod Ricard hopes the four-year deal will expose the brand to millions of new consumers worldwide.
"Wimbledon is an international icon and offers great exposure in all of our key markets," said global marketing director Jo Adamo. "It captures the imagination of millions and as such provides a wonderful opportunity to align Jacob''s Creek with the hearts and minds of spectators around the world."
In the UK market the sponsorship will be used as a platform to promote the brand's Regional Reserve range and to highlight the diversity of the wines.
Last month rival Blossom Hill, which is owned by Diageo, announced it would not continue as the official wine of Wimbledon, as it wanted to concentrate on the whole of the summer period and not just the two weeks of the tournament.