The relationship between the world’s best-selling French cognac and the United States has elevated to an exciting new level with the announcement that Hennessy has become the first global spirits partner of the National Basketball Association. The multi-year agreement, which marks the league’s first-ever global partnership with a spirits brand, ushers in the next chapter of Hennessy’s relationship with the NBA.
This combination of excellence in crafting spirits and excellence in sports performance will be showcased as Hennessy and the NBA team up for joint events showcased on the website of the storied cognac House and its Instagram account.
In the over 250 years since it was founded, Hennessy has celebrated those who embody the “Never Stop. Never Settle” ethos personified by the players’ unwavering commitment to drive culture forward, on and off the court.
The NBA and Hennessy have much in common. “The NBA is more than basketball, and Hennessy is more than cognac,” notes Julie Nollet, Hennessy International Marketing and Communications Director. “We represent global communities, and this partnership empowers us to support a game and culture that brings people together through entertainment and camaraderie despite the current challenges faced by fans around the world.” Ms. Nollet further explains, “We share the NBA’s core values of integrity, teamwork, respect, and innovation, all more powerful than ever as we work to inspire and unite people across the globe.”
The expanded partnership will tip-off in Africa, Asia-Pacific, Europe, and South America with the launch of an adaptation of the Hennessy x NBA: Lines campaign that celebrates those who push the game forward. Fans around the world will be able to toast with new exclusive Hennessy VS and VSOP Limited Edition bottles, specially designed to commemorate the partnership. The Limited Edition bottles are now available worldwide.
“This partnership expansion marks an exciting milestone for the league as Hennessy becomes the NBA’s first-ever global spirits partner,” said Dan Rossomondo, NBA Senior Vice President, Media and Business Development. “We look forward to continuing to celebrate the game of basketball alongside this iconic brand and our fans around the world.”
To know more about the 2020-2021 NBA season with Hennessy, visit Hennessy.com or @Hennessy on Instagram.
