The Jacob’s Creek Chardonnay signboards around the Australian Open courts, and the ad campaigns featuring Novak Djokovic, have been a staple at the tournament.
But after 13 years, the wine brand didn’t renew its most recent sponsorship deal, reportedly worth $5 million (AUD) a year.
It wasn’t a shock, as back in August the tournament signed champagne brand Piper-Heidsieck to a three-year deal.
But it’ll definitely hike the non-beer prices at the Australian Open concessions.
Last year, Lacoste (which provided kit for ballkids and officials), left and was replaced by Vegemite and Aussie department store Country Road.