Hennessy Becomes the ‘Official Spirit of the NBA’ Worldwide

The world’s best-selling cognac, Hennessy, and the National Basketball Association (NBA) have announced that they have a global expansion of their partnership, making Hennessy the “Official Spirit of the NBA” worldwide.

“We are honored by the distinction as the first global spirit partner in the NBA’s history,” said Julie Nollet, Hennessy global CMO, in a written statement. “The NBA is more than basketball, and Hennessy is more than cognac. We represent global communities, and this partnership empowers us to support a game and culture that brings people together through entertainment and camaraderie despite the current challenges faced by fans around the world. We share the NBA’s core values of integrity, teamwork, respect, and innovation, which are more powerful than ever as we work to inspire and unite people across the globe.”

This multi-year agreement between the two entities makes it the first time the NBA has entered into a global partnership with a spirits brand.

“This partnership expansion marks an exciting milestone for the league as Hennessy becomes the NBA’s first-ever global spirits partner,” said Dan Rossomondo, NBA Senior Vice President, Media and Business Development. “We look forward to continuing to celebrate the game of basketball alongside this iconic brand and our fans around the world.”

The recently expanded partnership between Hennessy and the NBA will tip off in Africa, Asia-Pacific, Europe, and South America with the launch of an adaptation of the “Hennessy x NBA: Lines” campaign that celebrates those who push the game forward. Fans of the game and of the brand all around the world will be able to toast with new exclusive Hennessy VS and VSOP Limited Edition bottles, which were specially designed to commemorate the global partnership. The Limited Edition bottles are now available in the U.S., and a worldwide release is planned for the second quarter of 2021.