The multi-year partnership brings together two iconic brands. Cricket is Australia's national sport and McGuigan Wines boasts an impressive strike rate selling one bottle of wine every second across the globe.
McGuigan Wines will become the official wine partner of both the Australian Men's and Women's cricket teams, domestically and internationally, recognising the shared heritage, quality and celebrations synonymous with both brands.
Ed Sanders, CA Chief Commercial Officer said:
"We are excited McGuigan Wines is joining the Cricket Australia family. As a brand anchored in Australian tradition and innovation, they are a natural fit for our audience.
"We are confident our partnership with McGuigan Wines will elevate our fan engagement, connecting cricket lovers to unforgettable experiences both on and off the field."
Tom Dusseldorp, Australian Vintage CEO said:
"We're thrilled to partner with Cricket Australia, enabling consumers and fans across the world to celebrate the moments that matter, whether that's in stadiums, backyards, or living rooms.
There is nothing better than watching the test with a good glass of McGuigan wine in hand.
"This partnership forms part of McGuigan's broader strategy to drive growth locally and globally by leveraging the enormous reach and year-round engagement that cricket provides. With over 9.4 million Australians identifying as cricket fans, and more than 2 million attending matches last season, the sport offers unrivalled reach and cultural relevance."
In addition to the partnership McGuigan Wines intends to activate a suite of vibrant consumer experiences, including:
- On-ground activations at Australian games
- Limited-edition, co-branded products
- National in-store and digital promotions
