By Barry Janoff
January 15, 2015: Novak Djokovic, ranked No. 1 in the world, is ready for the first tennis Grand Slam event of the year and is bringing his game, and marketing partners, with him to Australia.
Djokovic to date has won seven Grand Slams, led by his four titles at the Australian Open (2008, 2011, 2012, 2013). If he needed any extra incentive this year, his run of three consecutive titles at the event was snapped last year by Stanislas Wawrinka, who beat Djokovic in the quarter-finals and then went on to win the 2014 title.
Before hitting the court at the Open, which begins Jan. 19 and runs through Feb. 1, Djokovic spent some time this week on the Red Carpet, attending in Melbourne for the premier of Made By Determination, a series from Jacob's Creek that tracks his life from Serbia to the top of the tennis world.
The partnership with Djokovic is part of Jacob's Creek's global tennis sponsorship platform, which includes the Australian Open, Wimbledon and the China Open.
Lead partners for the Australian Open also include lead sponsor Kia; associate sponsors Anz and Rolex; and official partners including IBM. Heinekin, Powerade,Toshiba and Lacoste.
According to Jacob's Creek, Made By Determination,is a documentary-style film series that "takes viewers back to the beginning of Novak's journey, from growing up in war-torn Serbia, to the dedication of his first coach Jelena Gencic, to his pivotal Grand Slam wins."
"Everything I experienced growing up has led me to become the person I am today," Djokoivic said in a statement about the documentary. "Creating the Jacob's Creek Made By film series has allowed me to tell my story, in my own words and share it with the world.
"My path to success has by no means been easy, but the people, places and passions that have shaped me are integral to my success. These films have given me the chance to acknowledge what I am made by."
That includes about $20 million in endorsements from sponsors including Uniqlo, adidas, Peugeot, Seiko and Head.
According to Djokovic, "My path to success has by no means been easy, but the people, places and passions that have shaped me are integral to my success. These films have given me the chance to acknowledge what I am made by."
The Made By Determination series on Djokovic has three chapters: "Birthed by Serbia," "Shaped by Jelena" and "Inspired by Dreams."
"Novak's Made By story is powerful, and the dedication and effort he has put into his career is similar to the people behind Jacob's Creek," Derek Oliver, global marketing director for Jacob's Creek, said in a statement. "Our partnership has been truly collaborative and that we are proud to take to the world."
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