COGNAC, France And NEW YORK — Hennessy, the world-renowned cognac brand, and the National Basketball Association (NBA) today announced a multi-year extension of their global marketing partnership, covering the NBA, Women’s National Basketball Association (WNBA), NBA G League , USA Basketball and the African Basketball League (BAL).
Through this agreement, Hennessy and the NBA will continue to engage with NBA fans around the world through immersive, premium experiences and NBA events, including NBA All-Star and NBA Summer League, while Hennessy will further expand its presence as a partner throughout the pre-season and regular. -NBA Global Games season around the world.
“We are excited to expand our global marketing partnership with the NBA,” said Laurent Boillot, President and CEO of Hennessy. “This collaboration is not only about shared values, but also about strategic alignment with the cultural fabric that defines our fans and communities. Together, we will continue to push boundaries and deliver exceptional, meaningful moments that celebrate excellence in all its forms around the world. »
“Our collaboration with Hennessy has brought NBA fans around the world closer to basketball through immersive and unique global experiences,” said Kerry Tatlock, NBA executive vice president, global marketing partnerships and media. “We look forward to continuing the celebrations with our official spirit while providing unforgettable moments to our fans around the world.”
To announce 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 in retail stores. local liquor stores and some local liquor stores. -retail stores starting this month. The bottles celebrate basketball culture, with the packaging design nodding 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 has unveiled a series of basketball courts in iconic locations across Africa, Asia Pacific and Europe, showcasing the global reach of the NBA. The initiative included a floating basketball court in Lagos, Nigeria, a floating court on the River Thames in London, and a waterfront court in Sydney, on the famous Bondi Icebergs in Australia, 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 concluded in 2020, the brand’s inaugural deal with a North American professional sports league. A global expansion followed, further expanding Hennessy’s presence at BAL and around the world through immersive fan experiences.
NBA fans and cognac lovers can expect exciting new experiences and events from both iconic organizations. Hennessy will unveil innovative collaborations and activations that celebrate the cultural resonance of the NBA through fashion, music, art and design. Additionally, Hennessy will introduce new products, including iterations of its prestigious 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.
