Hennessy, the world’s best-selling cognac, and the National Basketball Association (NBA) today announced the global expansion of their partnership, making Hennessy the “official NBA alcohol” in the world. The multi-year agreement, which marks the series’ first global partnership with a brand of spirits, marks the beginning of a new chapter in Hennessy’s relationship with the NBA and the expansion ofNorth America Convention Announced February 2020.
“We are honored to be recognized as the first global partner in NBA history,” said Julie Nollet, Hennessy’s chief global marketing officer. “The NBA is not just basketball, just like Hennessy is not just cognac. We represent global communities and this partnership allows us to support a game and culture that unites people through entertainment and team spirit, despite the current challenges faced by fans around the world. NBA core values, integrity, teamwork, respect and innovation, which are stronger than ever as we work to inspire and unite people around the world. “
“This expansion of the partnership marks a milestone in the chain as Hennessy becomes the NBA’s # 1 global alcohol partner,” said Dan Rosomondo, NBA Vice President, Media and Business Development. “We look forward to continuing to celebrate the game of basketball alongside this popular brand and our fans around the world.”
The expanded partnership in Africa, Asia Pacific, Europe and South America will begin with the release of an amendment.Hennessy x NBA: LinesCelebrated by those who take the basketball game forward. Fans around the world will be able to roast the new exclusive Hennessy VS and VSOP bottles, specially designed to celebrate this partnership. The limited-edition bottles are now available in the United States, while a global release is planned for the second quarter of 2021.
For more than 250 years, Hennessy has celebrated those who embody the motto “Never stop, Never settle”, embodied by the players in their unwavering commitment to continuing this culture. Throughout the year, Hennessy will celebrate the traditions and mindset of basketball fans around the world through a series of events, news and local content for consumers.