COGNAC, FR and NEW YORK, NY – 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.
The leader in Cognac, the Maison Hennessy has shone around the world with its exceptional know-how for more than 250 years. Built on founder Richard Hennessy’s spirit of conquest, the brand is present in more than 160 countries. Based in the heart of the Charente region, Hennessy is also a steadfast pillar of the regional economy. The Maison’s success and longevity are rooted in the excellence of its cognacs, each of which is born of a unique process of transmission of know-how from generation to generation. The first spirits Maison to be certified ISO 14001, Hennessy unites its capacity for innovation and the support of all of its partners to protect this exceptional area. As a crown jewel of the LVMH Group, Hennessy is a major contributor to French international trade, with 99% of production sold in export, and a worldwide ambassador for the French art de vivre.
About the NBA
The National Basketball Association (NBA) is a global sports and media organization with the mission to inspire and connect people everywhere through the power of basketball. Built around five professional sports leagues: the NBA, WNBA, NBA G League, NBA 2K League and Basketball Africa League, the NBA has established a major international presence with games and programming available in 214 countries and territories in more than 50 languages, and merchandise for sale in more than 200 countries and territories on all seven continents. NBA rosters at the start of the 2022-23 season featured 120 international players from 41 countries. NBA Digital’s assets include NBA TV, NBA.com, the NBA App and NBA League Pass. The NBA has created one of the largest social media communities in the world, with 2.1 billion likes and followers globally across all league, team and player platforms. NBA Cares, the NBA’s global social responsibility platform, partners with renowned community-based organizations around the world to address important social issues in the areas of education, inclusion, youth and family development, and health and wellness.