UK: Treasury Wine Estates backs Sky's Ashes coverage with Wolf Blass
TWE has agreed a deal to co-sponsor Sky's Ashes coverage
Treasury Wine Estates (TWE) has signed a deal to co-sponsor Sky's television coverage of this year's two Ashes cricket series with its Wolf Blass brand.
The deal covers the series in England, starting on 10 July, and the series in Australia, beginning in November, TWE said today (28 May). Financial details of the tie-up were not disclosed.
Wolf Blass idents will be shown throughout each day’s play on the satellite broadcaster's sports channels, plus during replays and catch-up TV. TWE also said that "retailer-focused activity" connected with the Ashes will run from July until January.
The group is also planning to host an Ashes "legends" match through Wolf Blass at Sir Paul Getty’s private ground, in Wormsley, Buckinghamshire in July.
In first-half results, reported in February, TWE's net profits fell 23.2%, as sales slipped 3.4%.
To read an exclusive interview with TWE's Europe, Middle East, Asia & Travel Retail MD, Andrew Carter, click here
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