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Pernod Ricard has signed a sponsorship deal with the 2011 Rugby World Cup to promote its Brancott Estate wine brand.

Brancott Estate, the new name for New Zealand's Montana wine range, will become an official sponsor of the tournament, which takes place in New Zealand next year.

Rugby World Cup Limited chairman Bernard Lapasset said: "The appointment of a leading New Zealand wine brand as an official sponsor gives a significant boost to a tournament which continues to attract major multi-nationals to a strong portfolio of worldwide partners, sponsors and suppliers.

"We look forward to working with Brancott Estate to further the promotion of the game as the global rugby community looks ahead to Rugby World Cup 2011 in New Zealand and a tournament that looks set to write another memorable chapter in the Rugby World Cup success story."

Pernod Ricard New Zealand managing director Fabian Partigliani added: "The sponsorship of Rugby World Cup 2011, one of the greatest sports events in the world, provides the perfect platform to drive global awareness of Brancott Estate as a leading New Zealand wine brand, particularly in key markets such as the UK and Australia and, of course, our home market of New Zealand."

The announcement of Brancott Estate as an official sponsor follows the appointment of Emirates, MasterCard, Heineken and ANZ as Rugby World Cup 2011 worldwide partners, Licensing in Motion and RTH as master licensees, Canterbury as official sportswear supplier, Gilbert Rugby as the official ball supplier, Russell McVeagh as official law firm and KPMG as official tournament supplier of accounting and tax advisory services.