Australian wine brand Wolf Blass is teaming up with UK terrestrial broadcaster Five to sponsor its coverage of the 2009 cricket season in a bid to target sports fans.

Under the terms of the deal, Wolf Blass will become the broadcast sponsor of the channel’s Ashes highlights as well as its coverage of the West Indies’ tour of England, which began yesterday.

Wolf Blass said many of its target consumers were keen watchers of cricket and rugby and the move would help build consumer awareness of its wine range.

“Our Five sponsorship will form part of an integrated campaign for Wolf Blass around cricket this summer and will reach around 14 million viewers,” claimed Wolf Blass senior brand manager Annabel Keech.

“Wolf Blass is a top-10 brand in the UK wine market and we’ll be working with customers across the country to bring this campaign to life in-store and in outlet,” she added.