Hennessy and the National Basketball Association (NBA) announced a global expansion of their partnership, making Hennessy the Official Spirit of the NBA worldwide. This agreement marks the league’s first-ever global partnership with a spirits brand.
We are honored by the distinction as the first global spirit partner in the NBA’s history. The NBA is more than basketball, and Hennessy is more than cognac. 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. We share the NBA’s core values of integrity, teamwork, respect and innovation, which are more powerful than ever as we work to inspire and unite people across the globe. – Julie Nollet,Hennessy global CMO
The expanded partnership will commence with the launch of an adaptation of the “Hennessy x NBA: Lines” campaign that celebrates those who push the game forward. The new exclusive Hennessy VS and VSOP Limited Edition bottles are designed to commemorate the partnership. The Limited Edition bottles are now available in the U.S., and a worldwide release is planned for the second quarter of 2021.
This partnership expansion marks an exciting milestone for the league as Hennessy becomes the NBA’s first-ever global spirits partner. We look forward to continuing to celebrate the game of basketball alongside this iconic brand and our fans around the world. – Dan Rossomondo, NBA Senior Vice President, Media and Business Development
The combination of excellence in crafting spirits and excellence in sports performance will be showcased as the Official Spirit of the NBA and the NBA team up for joint events, showcased on the website of the storied cognac House and its Instagram account.