Jacob’s Creek returns to the Australian Open as official wine partner
One of Australia’s most iconic wine labels is set to make its return to Melbourne Park. The Australian Open announced that Jacob’s Creek will rejoin the tournament as its Official Wine Partner from 2026, rekindling a partnership that first spanned nearly a decade between 2009 and 2018.
The move brings Jacob’s Creek back to the “Happy Slam,” where its presence once became part of the tournament’s summer tradition. Known for its winemaking heritage and deep connection to Australian culture, the brand is positioning itself once more at the heart of one of the world’s most celebrated sporting events.
“Jacob’s Creek is synonymous with connection, celebration and the Australian way of life,” said Tennis Australia Chief Commercial Officer Cedric Cornelis. “We’re delighted to welcome them back to the Australian Open. Fans can look forward to raising a glass of one of Australia’s most loved wines as part of their AO experience, in what promises to be an incredible Australian Open.”
Vinarchy Chief Marketing Officer Sandy Mayo echoed the sentiment, calling the partnership a natural fit: “We are proud to once again partner with the Australian Open as its official wine. This collaboration reflects our shared commitment to excellence, celebration, and bringing people together to create memorable experiences.”
As part of the renewed partnership, Jacob’s Creek will launch a new wine bar in Garden Square. Designed to blend sophistication with a relaxed, accessible atmosphere, the venue will provide fans with a chance to savour curated selections of Jacob’s Creek wines against the backdrop of summer tennis.
The collaboration will also extend beyond Melbourne Park, with activations across retail and hospitality venues throughout Australia. Jacob’s Creek, the country’s top-selling wine brand, is enjoyed in more than 50 countries worldwide, with over 740,000 glasses poured daily. The brand’s global presence has been recognized with more than 8,000 awards, underscoring its influence both at home and abroad.
With its return to the Australian Open, Jacob’s Creek is once again weaving together sport, culture, and celebration—an unmistakably Australian pairing.
Tickets for the 2026 Australian Open go on sale Tuesday, 7 October 2025, via Ticketmaster. More information is available at ausopen.com.
