Hennessy and the National Basketball Association (NBA) announced Monday a new partnership that makes Hennessy the Official Spirit of the NBA, Women’s National Basketball Association (WNBA), and USA Basketball, according to a press release. Hennessy & Co., which sells about 50 million bottles a year worldwide or more than 40% of the world’s cognac, is the largest cognac producer.
“We are pleased to be partnering with the NBA, a forward-thinking league that embodies our ‘Never stop. Never settle.’ mantra,” said Giles Woodyer, SVP, Hennessy U.S. in a statement. “There’s an energy pulsing through the NBA that compels it to evolve, to push the limits of its own potential. Our new collaborative journey is rooted in this joint passion and will explore the realms of legacy, culture and innovation.”
Hennessy and the NBA’s partnership will begin during All-Star Weekend 2020 in Chicago, from Feb. 14 -16, in which Hennessy will serve as an associate partner of the NBA Celebrity Game presented by Ruffles and as a presenting partner
“Our partnership with Hennessy provides an exciting opportunity to reach and engage with a broader segment of basketball fans around the NBA’s marquee moments,” said Dan Rossomondo, NBA SVP, Media and Business Development. “As the iconic brand continues to expand its business in sports marketing, we look forward to creating elevated experiences and unique initiatives that celebrate the game of basketball.”
According to the press release, “The leader in Cognac, the Maison Hennessy has shined around the world with its exceptional blends for more than 250 years. Built on founder Richard Hennessy’s spirit of conquest, the brand is present in more than 130 countries. Based in the heart of the Charente region, Hennessy is also a steadfast pillar of the regional economy, the standard-bearer for a sector rich in expertise. The House’s success and longevity are rooted in the excellence of its cognacs, each of which is born of a unique process of transmission from generation to generation.”