There you have it. Hennessy is now the official spirit of the National Basketball Association (NBA). The world-renown cognac brand and the global sports and media business company announced their new multiyear partnership on Monday (Feb. 10). Hennessy will not only be the official cognac for the men’s basketball league, but also for the WNBA and USA Basketball, making this the brand’s first deal with a North American professional sports league in its 250-plus year history.
“We are pleased to be partnering with the NBA, a forward-thinking league that embodies our ‘Never stop. Never settle.’ mantra,” said Hennessy U.S.’s Senior Vice President Giles Woodyer in a press release received by VIBE. “There’s an energy pulsing through the NBA that compels it to evolve, to push the limits of its own potential. Our new collaborative journey is rooted in this joint passion and will explore the realms of legacy, culture, and innovation.”
“Our partnership with Hennessy provides an exciting opportunity to reach and engage with a broader segment of basketball fans around the NBA’s marquee moments,” added NBA Senior Vice President, Media and Business Development, Dan Rossomondo. “As the iconic brand continues to expand its business in sports marketing, we look forward to creating elevated experiences and unique initiatives that celebrate the game of basketball.”
The NBA and Hennessy will kick off their partnership during the year’s NBA All-Star Weekend in Chicago, with Hennessy serving as an associate partner of the NBA Celebrity All-Star Game presented by Ruffles. Hennessy will also be a presenting partner of the pre-game red carpet.
To learn more, visit Hennessy.com/