The National Basketball Association (NBA) announced a groundbreaking multi-year partnership with Kendall-Jackson Winery, marking the league’s first official collaboration with a winery. As part of the agreement, Kendall-Jackson becomes the official wine of the NBA and USA Basketball, while La Crema, a subsidiary of Jackson Family Wines, becomes the official wine of the Women’s National Basketball Association (WNBA).
This unprecedented agreement combines the fields of fine wine and basketball, highlighting the shared values of excellence and community between the brands. Kendall-Jackson, a renowned family-owned winery from California, will host elevated experiences for players, coaches and fans, including wine tastings and educational initiatives aimed at deepening the appreciation of wine culture.
“We are thrilled to welcome Kendall-Jackson to the family as the Official Wine Partner of the NBA and look forward to future collaborations across Jackson Family Wines’ broad portfolio of brands,” said Julie Morris, Vice President Director of Business Development and Media for the NBA. “This collaboration recognizes the dynamic interests of our players and fans and uniquely blends wine culture with the excitement of gaming.”
“Our partnership with the NBA is a natural extension of our shared values and commitment to embracing the evolving cultural and taste landscape,” said Chris Jackson, co-owner of Kendall-Jackson. “It’s about enriching the fan experience by blending the passion of the game with the artistry of winemaking. As we embark on this exciting journey together, we are setting the stage for a future where wine converges in unexpected and exciting ways.
Among the highlights, Kendall-Jackson will headline the NBA Experiences Dinner Series, an exclusive fan engagement initiative at marquee league events. Additionally, the Vineyard will co-host NBA Con alongside NBA 2K Summer League, enriching the fan experience with pop-up tasting rooms and interactive showcases.
This partnership, rooted in a shared commitment to community, was born during the NBA’s 2020 restart, when Kendall-Jackson recognized the league’s growing interest in wine culture amid the pandemic. Virtual tastings and educational sessions followed, strengthening camaraderie and shared experiences.
Notably, Kendall-Jackson will also headline USA Basketball’s 50th anniversary event, aligning with its historic roots dating back to 1974. As part of Jackson Family Wines, Kendall-Jackson joins a prestigious global portfolio , which includes La Crema, the designated wine partner for the WNBA.
In a statement, the NBA commissioner expressed his enthusiasm for the partnership, highlighting its potential to enrich fan engagement and celebrate shared values in sports and wine culture.
