NBA, Hennessy Toast to Partnership

"We are honored by the distinction as the first global spirit partner in the NBA's history," says Julie Nollet, global chief marketing officer, Hennessey. "The NBA is more than basketball and Hennessy is more than cognac. We represent global communities. 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."

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"This partnership expansion marks an exciting milestone for the league as Hennessy becomes the NBA's first-ever global spirits partner," says Dan Rossomondo, senior vice president, media and business development, National Basketball Association. "We look forward to continuing to celebrate the game of basketball alongside this iconic brand and our fans around the world."

In Africa, Asia-Pacific, Europe and South America, the launch of an adaptation of the "Hennessy x NBA: Lines" campaign that celebrates those who push the game forward will tip off the expanded partnership. New, exclusive Hennessy VS and VSOP Limited Edition bottles were 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.