FIFA has announced a partnership with Australian brand, Jacob’s Creek, signing the winemaker as an official supporter of the FIFA Women’s World Cup in July.

The partnership will see leading retailers across Australia and Aotearoa New Zealand support Jacob’s Creek’s Women’s World Cup sponsorship through various fan engagement activations, including consumer competitions, hospitality experiences, and gift purchase opportunities.

Additionally, Jacob’s Creek joins the tournament’s growing commercial affiliates, who will have the opportunity to host the official FIFA Women’s World Cup Trophy’s Tour at its Cellar Door in Barossa Valley later this year.

Commenting on the partnership, FIFA Secretary General, Fatma Samoura, said: “We are delighted to welcome Jacob’s Creek, Australia’s premier winemaker, to the FIFA family as an Official Supporter of the FIFA Women’s World Cup 2023.”

“Jacob’s Creek joins a group of sponsors who share our mission to hold the best FIFA Women’s World Cup ever in Australia and Aotearoa New Zealand this year, and we can’t wait to bring many of their ideas and initiatives to life to engage even more people with the tournament,” she said.

Jacob’s Creek and Pernod Ricard Winemakers global marketing director, Eric Thomson, added: “Great wine brings people together just as great sporting events do, and at Jacob’s Creek we can’t wait to be part of the passion and excitement that the largest women’s sporting event in the world will bring.

“Sport is so often the realm of other alcohol categories but we’re not afraid to break conventions at Jacob’s Creek and felt that the Women’s World Cup opened up new moments for people to enjoy our wines,” he said.

Jacob’s Creek will welcome the world to Australia and across the Tasman when the 32-team tournament kicks off on July 20^th.

This announcement comes after FIFA dropped controversial Visit Saudi sponsorship discussions.