Hennessy expands partnership with NBA, becomes league's Official Spirit worldwide

Never Stop, Never Settle

True to its "Never Stop, Never Settle" ethos, Hennessy has expanded its partnership with the NBA, with both announcing its global expansion, with the former becoming the "Official Spirit of the NBA" worldwide.

Having entered into a partnership back in February 2020 for North America, both sides have since entered into a multi-year agreement highlighting the NBA's first-ever global partnership with a spirits brand.

Hennessy Global CMO Julie Nollet shares, "We are honored by the distinction as the first global spirit partner in the NBA’s history. 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."

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

To commemorate this partnership, the brand is set to launch a global adaptation of its "Hennessy x NBA: Lines" campaign that celebrates those who push the game forward. In addition, the new exclusive Hennessy VS and VSOP Limited Edition bottles highlighting this partnership are slated for a worldwide release in the second quarter of 2021. These bottles are already currently available in the United States.

Aside from these, there will also be a variety of events, activations, and content set to take place throughout the year. Through these actions, Hennessy will celebrate the tradition and mindset of basketball fans around the world.