Jacob’s Creek Celebrates Its Cricket Partnership In New Work From Cummins&Partners

Jacob’s Creek Celebrates Its Cricket Partnership In New Work From Cummins&Partners

Australian wine brand Jacob’s Creek is headed to the world cricketing stage with a new creative campaign from Cummins&Partners, celebrating their announcement as official partners of the International Cricket Council (ICC).

Cummins&Partners and Jacob’s Creek are no strangers to sport, with their long-standing support of tennis, including Cannes winning campaigns featuring Andre Agassi and Novak Djokovic. With an eleven year creative partnership, Cummins&Partners have supported Jacob’s Creek in over eighty markets globally, and are proud to join the brand as they take the next step with this global cricket partnership.

Eric Thomson, global marketing director for Pernod Ricard Winemakers said: “Jacob’s Creek is proud to partner with the ICC to bring people together in a celebration of cricket. We’re excited to be working with the ICC to connect with cricket fans and wine lovers.” Adding, “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.”

The campaign, “A Drop Worth Sharing” places the product right at the heart of the game, coming to life on TV, digital, OOH, in stadiums and venues across key cricketing and Jacob’s Creek’s markets.

Cummins&Partners creative director Heath Collins added, “We’ve been blessed to have a wonderful creative relationship with Jacob’s Creek for over a decade now, so the news of our partnership with the ICC was obviously very exciting for us. A healthy affection throughout the agency for both wine and cricket truly made this campaign a labour of love.”

The partnership, which runs until the end of 2023, kicked off with the ICC Men’s T20 World Cup 2021, which started last weekend in UAE & Oman this month.



CEO: Kirsty Muddle

Creative Director: Heath Collins

Associate Creative Director: Liam Jenkins

Senior Account Manager: Robbie Tucker

Senior Designer: Rowan Hammerton

3D Design: Tiger Hongmung

Senior Retoucher: Ed Croll

Executive Producer: Karley Cameron

3D Animator: Julian Paul


Jacob’s Creek

Chief Marketing Officer: Eric Thomson

Head of Delivery: Emma Baldwin

Senior Brand Manager: Emma Keenaghan

Global brand Manager: Bec Hantzis

Global PR Manager: Liz Hunt

Latest News