Hennessy Becomes the 'Official Spirit of the NBA' Worldwide

NBA and Hennessy Extend Global Partnership

The NBA and Hennessy have announced that they have extended the previous global expansion of their partnership which made the world’s best-selling cognac the “Official Spirit of the NBA” worldwide.

The announcement was made by the NBA informing the world that the league and the world-renowned cognac brand extended the partnership that also includes the Women’s National Basketball Association (WNBA), NBA G League, USA Basketball, and the Basketball Africa League (BAL).

“We are thrilled to extend our global marketing partnership with the NBA,” said Laurent Boillot, President and CEO of Hennessy in a written statement.  “This collaboration is not just about shared values but also a strategic alignment with the cultural fabric that defines our fans and communities.  Together, we will continue to push boundaries and deliver exceptional and meaningful moments that celebrate excellence in all its forms all over the world.”

The cognac brand has been participating with fans of the sport through numerous events over the past two years. Featured events have been the NBA All-Star and NBA Summer League, while Hennessy will further expand its presence during preseason and regular-season NBA Global Games around the world.

“Our collaboration with Hennessy has brought NBA fans around the world closer to the game of basketball through immersive, one-of-a-kind global experiences,” said Kerry Tatlock, NBA Executive Vice President, Global Marketing Partnerships and Media.  “We look forward to continued celebrations with our Official Spirit as we bring unforgettable moments to our fans worldwide.”

For the upcoming NBA season, Hennessy started selling a series of limited-edition Hennessy x NBA bottles, in VS, VSOP, and XO cognacs. These bottles can be purchased exclusively at local liquor stores and select e-retail boutiques beginning this month.

The global effect of the partnership has seen the companies launch its “Courts Beyond Limits” program. Hennessy unveiled a series of basketball courts across Africa, Asia-Pacific, and Europe. The initiative featured a floating basketball court in Lagos, Nigeria, a floating court on London’s River Thames, and a beachside court at Sydney, Australia’s famed Bondi Icebergs.

You can get updates on Hennessy’s marketing partnership with the NBA by visiting Hennessy.com and following @Hennessy and #HennessyxNBA.

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