Sports
Hennessy extends global marketing partnership with NBA – NBA.com
The cognac brand announced a multiyear extension of its partnership with the NBA, WNBA, NBA G League, USA Basketball and the BAL.
Official release
COGNAC, France and NEW YORK — Hennessy, the world-renowned cognac brand, and the National Basketball Association (NBA) today announced a multiyear extension of their global marketing partnership, spanning the NBA, Women’s National Basketball Association (WNBA), NBA G League, USA Basketball and the Basketball Africa League (BAL).
Through the agreement, Hennessy and the NBA will continue engaging with NBA fans around the world through immersive and premium experiences and NBA events, including NBA All-Star and NBA Summer League, while Hennessy will additionally expand its presence as a partner across preseason and regular-season NBA Global Games around the world.
“We are thrilled to extend our global marketing partnership with the NBA,” said Laurent Boillot, President and CEO of Hennessy. “This collaboration is not just about shared values but also a strategic alignment with the cultural fabric that defines our fans and communities. Together, we will continue to push boundaries and deliver exceptional and meaningful moments that celebrate excellence in all its forms all over the world.”
“Our collaboration with Hennessy has brought NBA fans around the world closer to the game of basketball through immersive, one-of-a-kind global experiences,” said Kerry Tatlock, NBA Executive Vice President, Global Marketing Partnerships and Media. “We look forward to continued celebrations with our Official Spirit as we bring unforgettable moments to our fans worldwide.”
To tip off its renewed marketing partnership with the NBA and the 2023-24 NBA season, Hennessy introduced a series of limited-edition Hennessy x NBA bottles, in VS, VSOP and XO cognacs, exclusively available for purchase at local liquor stores and select e-retail boutiques beginning this month. The bottles celebrate basketball culture, with the packaging design including nods to asphalt, hardwood and leather to capture the essence of the sport, where passion meets excellence and where community meets culture.
Through its “Courts Beyond Limits” program, Hennessy unveiled a series of basketball courts at iconic settings across Africa, Asia-Pacific and Europe, showcasing the NBA’s global reach. The initiative featured a floating basketball court in Lagos, Nigeria, a floating court on London’s River Thames, and a beachside court at Sydney, Australia’s famed Bondi Icebergs, among other iconic locations around the world.
The renewal builds on Hennessy’s marketing partnership with the NBA, WNBA, NBA G League and USA Basketball struck in 2020, the brand’s inaugural deal with a North American professional sports league. A global extension followed, further expanding Hennessy’s presence to the BAL and around the world through immersive fan experiences.
Fans of the NBA and cognac enthusiasts can anticipate exciting new experiences and events from the two iconic organizations. Hennessy will unveil innovative collaborations and activations that celebrate the NBA’s cultural resonance across fashion, music, art, and design. Additionally, Hennessy will introduce new products, including iterations of their esteemed VS, VSOP, XO and Paradis cognacs.
For the latest updates on Hennessy’s marketing partnership with the NBA, visit Hennessy.com and follow @Hennessy and #HennessyxNBA.
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