Pernod Ricard's struggling Jacob's Creek brand has been named official wine sponsor of the Wimbledon tennis tournament for the next five years, replacing Blossom Hill.

Jacob's Creek will have exclusive pouring rights at the tennis tournament and will also be able to feature the sponsorship in its advertising. The deal will focus on the brand's Reserve portfolio of wines.

"Wimbledon offers great exposure in all of our key markets and provides an opportunity to align Jacob's Creek with the hearts and minds of spectators around the world," said a spokeswoman.

Blossom Hill recently said it was ending its four-year stint as Wimbledon's wine partner to ­develop a "summer-long" initiative.

Sales of Jacob's Creek have fallen 25% to £125.7m over the past year [Nielsen MAT w/e 10 July].