The campaign is part of the brand’s True Character promotion, and will be amplified during the Wimbledon tennis championships, of which Jacob’s Creek is the official wine.
It builds on an existing association with tennis – Jacob’s Creek also sponsors the Australian Open tournament.
In the first year of the campaign a series of short films will be released, featuring Agassi in on and off-the-court stories. There will also be ads, digital and PR activity.
Pernod Ricard UK deputy managing director Simon Thomas said: “Agassi is a true character of tennis, and achieved legendary status at the All England Club with his Wimbledon victory in 1992. “Since his retirement from international tennis, he has proven himself to be an even greater true character, particularly through his philanthropic work. Being able to partner with him to deliver our True Character message is a real coup, particularly given Jacob’s Creek status as the Official Wine of Wimbledon.”