Kim Crawford Serves a New Partnership with Canadian Tennis

TORONTO, ON – April 27, 2026 – This summer, the familiar sounds of tennis—the sharp thwack of the ball, the roar of the crowd—will be accompanied by a new note: the clinking of wine glasses. Kim Crawford Wines, Canada's leading New Zealand wine brand, has announced a major three-year partnership with Tennis Canada, becoming the Official Wine of the prestigious National Bank Open (NBO) presented by Rogers.

The deal signifies a strategic pairing of a premium lifestyle brand with one of Canada's premier sporting events, promising to reshape the fan experience while bolstering the wine brand's market dominance. As the world's top tennis players descend on Toronto and Montréal from August 1 to 13, attendees will find the crisp, unmistakable flavours of Marlborough Sauvignon Blanc deeply integrated into the fabric of the tournament.

A Strategic Serve for Market Leadership

For Kim Crawford, this partnership is more than a sponsorship; it's a calculated business maneuver to solidify its top-ranking position in a complex and evolving Canadian wine market. While recent data shows a slight decline in the overall volume of wine consumed in Canada, the market is undergoing a significant shift towards premiumization. Consumers are drinking less, but better, with the market for wines over $14 a bottle projected to grow to 37% by 2026.

This trend plays directly into the strategy of Constellation Brands, Kim Crawford's parent company, which has been divesting from value-oriented labels to focus on its high-growth, higher-margin premium portfolio. The NBO partnership aligns perfectly with this objective, placing the brand directly in front of its target demographic. The tournament's audience is notably affluent, with an average household income of $136,000, and highly educated, with 93% holding a post-secondary degree. This is a consumer base that values and can afford premium experiences.

"Kim Crawford has always been about embracing positive energy, authenticity and connection," noted Amanda Guarnieri, Canadian Manager for Constellation Brands, Inc., in the official announcement. "As tennis continues to grow in popularity as a lifestyle-driven sport, we're excited to bring fans into the world of Club Kim at the National Bank Open."

By associating with the glamour and excitement of professional tennis, Kim Crawford aims to deepen its brand equity and reinforce its image as a sophisticated yet accessible choice for consumers. The partnership also provides a powerful platform to compete in a market where imported wines from France, Italy, and the United States hold significant sway.

Enhancing the Fan Experience

Beyond the boardroom, the most visible impact of this partnership will be on the ground at Sobeys Stadium in Toronto and IGA Stadium in Montréal. Tennis Canada and Kim Crawford are planning a series of premium activations designed to make the wine an integral part of the NBO experience.

Fans will be invited to #BringKim to their tournament outing, with branded lounges and on-site bars offering a stylish retreat from the on-court action. Sampling opportunities will allow attendees to discover the wine, creating a multi-sensory experience that links the brand with the thrill of live sports. This experiential marketing approach is crucial in an era where consumers, particularly millennials and Gen Z, increasingly prioritize unique events over material goods.

The timing is impeccable. Tennis is experiencing a surge in popularity across Canada, with participation growing to nearly 5 million players. The National Bank Open itself has shattered attendance records, with the expanded 12-day format in 2025 drawing a combined 504,860 fans to both cities. This growing and engaged audience, which is split evenly between men and women, provides an ideal stage for a lifestyle brand like Kim Crawford.

The partnership extends beyond the stadium gates, with activations planned for LCBO and SAQ retail locations across Ontario and Québec. In-store displays and contests offering fans a chance to win tickets will build excitement in the weeks leading up to the tournament, driving both brand visibility and sales.

Fueling the Future of Canadian Tennis

For Tennis Canada, this multi-year commitment represents a significant victory for the sport's development nationwide. Corporate partnerships are the financial lifeblood of national sports organizations, and a three-year deal with a leading international brand provides stability and crucial funding.

Gavin Ziv, Chief Executive Officer of Tennis Canada, emphasized this point, stating, "The National Bank Open is more than just a tennis tournament, it's the fuel of tennis in Canada and it's multi-year partnerships like this that ensure we can continue to grow and develop our sport across the country."

This sentiment was echoed by Claude Savard, Vice President of Corporate Partnerships, who highlighted the collaborative nature of the deal and Kim Crawford's passion for helping grow the sport. The revenue generated from such sponsorships supports a wide range of initiatives, from grassroots programs that introduce kids to the game to high-performance streams that develop Canada's next professional stars.

The partnership with Kim Crawford joins a prestigious roster of NBO sponsors, including title sponsor National Bank and presenting sponsor Rogers, underscoring the tournament's strength as a marketing platform. By attracting a diverse range of corporate partners, from financial institutions to apparel brands and now a premium wine label, Tennis Canada is building a sustainable model for success.

As the summer tournament approaches, this new alliance promises a winning combination for all involved. Kim Crawford gains an unparalleled platform to engage with its core consumers, fans enjoy an elevated event experience, and Canadian tennis receives vital support to foster its impressive growth.