NBA makes spirits sponsorship debut with global Hennessy expansion

The National Basketball Association (NBA) has extended its partnership with Hennessy, making the cognac brand the international ‘Official Spirits Partner’ of the league.

As a result of the multi-year partnership, the duo will launch exclusive Hennessy VS and VSOP Limited Edition bottles, specifically designed to commemorate the new agreement.

The bottles have been made available in the US, and will be released worldwide in the second quarter of 2021. Hennessy has also made plans for a range of consumer events, localised content and activations throughout the year.

In addition, the agreement will see the launch of the ‘Hennessy x NBA: Lines’ campaign across African, Asia-Pacific, European and South American markets, which aims to celebrate ‘those who push the game forward.’

“This partnership expansion marks an exciting milestone for the league as Hennessy becomes the NBA’s first-ever global spirits partner,” said Dan Rossomondo, NBA Senior Vice President, Media and Business Development.

“We look forward to continuing to celebrate the game of basketball alongside this iconic brand and our fans around the world.”

The partnership marks the NBA’s first ever international partnership with a spirits manufacturer, building on Hennessy’s relationship with the league, building on a North American deal announced earlier this month.

“We are honoured by the distinction as the first global spirit partner in the NBA’s history,” said Julie Nollet, Global CMO of Hennessy. “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.”