Wines of Portugal Backs Pancho Campo’s Everest Skydiving Campaign Against Bullying

Wines of Portugal said on October 20 that it will serve as the main sponsor of an Everest-region skydiving expedition led by former professional tennis player Pancho Campo, backing a campaign that combines adventure sports, anti-bullying advocacy and youth mental health awareness.

The initiative, called Everest Skydiving Against Bullying, is part of Campo’s Zero Bullying project. It is scheduled to take place in Nepal from November 4 through November 14, with parachute jumps planned for November 10 to 12. According to the announcement, Campo intends to carry a Wines of Portugal flag during one of the jumps in the Everest region.

The organization said the partnership is meant to support public awareness about school bullying and the need to protect young people’s mental health. At the same time, it fits into a broader marketing effort by Wines of Portugal to present Portuguese wine in a more contemporary way and expand its appeal beyond traditional wine audiences.

In its statement, Wines of Portugal said the campaign is designed to connect Portuguese wine culture with adventure, extreme sports and social causes. The group said it wants to reach younger adult consumers, including members of Generation Z who are of legal drinking age and choose to drink, while stressing responsible alcohol consumption. The campaign’s message centers on “reaching new heights,” using the Everest setting as a visual symbol for that idea.

The announcement did not disclose the financial terms of the sponsorship. It did say that video and other images from the expedition will be used in a documentary produced by Campo’s team and in future Wines of Portugal campaigns. The material is also expected to be used in presentations, conferences and social media content after the trip.

Campo, who has built a public profile around high-risk athletic challenges and corporate speaking, is presented by the organizers as the face of the expedition. According to the statement, his past activities have included a HALO jump from 25,000 feet, ice diving in Greenland and diving with sharks. The release said he uses those experiences in talks about preparation, teamwork and performance under pressure.

The Everest project also extends a longstanding relationship between Campo, his company Chrand Events and Wines of Portugal. The statement pointed to several past collaborations, including the Climate Change Leadership event in Porto in 2018, where former President Barack Obama was the main speaker, and a second edition in 2019 featuring former Vice President Al Gore. It also cited the 2023 Wine Future conference in Coimbra, which, according to the organizers, brought together more than 50 wine industry figures and included a keynote appearance by Iron Maiden singer and businessman Bruce Dickinson.

Wines of Portugal described the new sponsorship as part of an effort to give Portuguese wine a younger and more modern brand image in international markets. By attaching the brand to a high-profile expedition in the Himalayas, the group is trying to place its message in a setting that is likely to attract attention beyond the wine trade.

The anti-bullying element gives the project a social purpose that the sponsor emphasized repeatedly in its announcement. The statement said the partnership is intended to give greater international visibility to bullying prevention and youth well-being, while also creating media content that can continue circulating after the Nepal expedition ends on November 14.