Hennessy is now the “Official Spirit of the NBA” globally

March 1, 2021

The NBA and Hennessy recently unveiled a pioneering alliance, making the cognac manufacturer a global partner of the league.

The NBA revealed that Hennessy is now the “Official Spirit of the NBA” globally, marking the league’s first-ever global collaboration with a spirits company. As part of the multi-year collaboration, the two brands will introduce limited-edition Hennessy VS and VSOP bottles specially made to celebrate the current deal.

The extended collaboration would kick off with the unveiling of an adaptation of the “Hennessy x NBA: Lines” initiative, which recognizes those who drive the game forward in Africa, Asia-Pacific, Europe, and South America.

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Julie Nollet, Hennessy global CMO, said: “We are honoured by the distinction as the first global spirit partner in the NBA’s history. The NBA is more than basketball, and Hennessy is more than cognac. We represent global communities, and 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.”

NBA Senior Vice President, Media and Business Development, Dan Rossomondo, said, “This partnership expansion marks an exciting milestone for the league as Hennessy becomes the NBA’s first-ever global spirits partner. We look forward to continuing to celebrate the game of basketball alongside this iconic brand and our fans around the world.”

Hennessy has honored those who exemplify the “Never Stop. Never Settle” ethos, which is personified by the players’ unwavering dedication to bringing society forward for more than 250 years.

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