The partnership marks the premiere partnership with a U.S. sports league.

License Global

March 2, 2021

2 Min Read

Hennessy has partnered with the NBA to become the official spirit of the NBA, WNBA, NBA G League and USA Basketball. This is the first-ever partnership with a U.S. sports league for Hennessey. It also marks the league's first-ever global partnership with a spirits brand ushers in the next chapter of Hennessy's relationship with the NBA, expanding on the North American deal announced in Feb. 2020.

"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."

The partnership debuts NBA All-Star 2020 in Chicago, Ill., during the NBA Celebrity Game with Hennessy presenting the pre-game red carpet. Fans can catch up with Hennessy at marquee NBA events throughout the year, including NBA Summer League, NBA G League, the WNBA, and USA Basketball Exhibition Tour.

"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.

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License Global

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