Hennessy Becomes First Global Spirits Partner of the NBA



Hennessy, the world’s best-selling cognac, and the National Basketball Association (NBA) (www.NBA.com) today announced a global expansion of their partnership, making Hennessy “the official spirit of the NBA” in the whole world. The multi-year deal, which marks the league’s first-ever global partnership with a spirits brand, ushers in the next chapter in Hennessy’s relationship with the NBA and expands the North American deal (https://on.nba. com / 2NZm5l7) which was announced in February 2020.

“We are honored with this distinction as the first global spiritual partner in NBA history,” said Julie Nollet, World CMO of Hennessy. “The NBA is more than basketball, and Hennessy is more than brandy. We represent global communities, and this partnership allows us to support a game and culture that brings people together through fun and camaraderie despite the current challenges facing fans around the world. We share the core NBA values ​​of integrity, teamwork, respect and innovation, which are more powerful than ever as we work to inspire and unite people around the world.

“This partnership expansion marks an exciting milestone for the league as Hennessy becomes the first ever NBA Spirits Global Partner,” said Dan Rossomondo, NBA senior vice president, Media and Business Development. “We look forward to continuing to celebrate basketball alongside this iconic brand and our fans around the world.”

The expanded partnership will take off in Africa, Asia-Pacific, Europe and South America with the launch of an adaptation of the “Hennessy x NBA: Lines” campaign (https://bit.ly/2ZNT12z) that celebrates those who push the game forward. Fans around the world can toast with the exclusive new Hennessy VS and VSOP Limited Edition bottles, specially designed to commemorate the partnership. The limited edition bottles are now available in the United States, with a worldwide release slated for the second quarter of 2021.

For over 250 years, Hennessy has celebrated those who embody the “Never Stop. Never Settle ”embodied by players’ unwavering commitment to advancing culture. Throughout the year, Hennessy will celebrate the tradition and mindset of basketball fans around the world through a range of mainstream events, activations and localized content.

To find out more about the 2020-21 NBA season with Hennessy, visit www.Hennessy.com or @Hennessy on Instagram.

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