New Zealand wine brand Kim Crawford Wines has been named the official wine of the US Open Tennis Championships. The new, multi-year agreement between the U.S. Tennis Association (USTA) and Kim Crawford Wines commences with the 2019 Open, which will run from Aug. 26 to Sept. 8.
The wine brand’s portfolio includes the signature Kim Crawford Marlborough sauvignon blanc, as well as New Zealand rosé, chardonnay, pinot gris and pinot noir. Kim Crawford Wines will #ServeUpKim to U.S. Open fans with a permanent brand presence on the grounds of the USTA Billie Jean King National Tennis Center. The Queens, New York, tennis venue, which just completed a five-year, $600 million transformation, welcomed 828,798 attendees in 2018 over the course of the event and engaged millions of fans on its social and digital platforms.
Kim Crawford debuted its new “Make It Amazing” advertising campaign this past week, celebrating wine lovers who “let their true selves shine.” A series of television and digital advertisements will share the brand’s belief that life is best lived when you unleash your authentic, confident self, with custom cobranded digital advertisements promoting the brand’s partnership with the U.S. Open scheduled to run during the tournament.