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£4 million Hardys cricket campaign will be 'possibly' biggest ever for a wine in the UK market

Published:  30 June, 2015

Australian wine brand Hardys has launched a £4 million advertising campaign ahead of this summer's Ashes cricket series to support its sponsorship of the England team.

The campaign includes broadcast sponsorship of coverage on Sky Sports, a digital campaign featuring a commercial that plays on the Ashes rivalry and Hardys hashtags for fans of each team to show their support.

The brand has also extended its agreement with England legend Sir Ian Botham to be its cricket ambassador, and has added former captain Michael Vaughan and current fast bowler Stuart Broad (pictured) to its team.

Brand owner Accolade Wines said it was "possibly the largest above-the-line investment by a wine brand in the UK".

Paul Schaafsma, general manager of Accolade, said: "It has been a fantastic first year for Hardys and England cricket, and now the second year is off to a great start with England's success against New Zealand.

"Hardys continues to be the UK's number one wine brand. The brand's performance goes from strength to strength and in the past 12 months we have sold 6 million bottles more than in the previous year."