Hennessy Extends Global Marketing Partnership with NBA: A Slam Dunk Move
In an exciting development for basketball and cognac enthusiasts alike, Hennessy, the iconic cognac brand, has recently announced a multiyear extension of its global marketing partnership with the National Basketball Association (NBA). This partnership encompasses not only the NBA but also the Women’s National Basketball Association (WNBA), NBA G League, USA Basketball, and the Basketball Africa League (BAL).
The renewed agreement promises to continue providing basketball fans across the globe with immersive and premium experiences during various NBA events, including the highly anticipated NBA All-Star and NBA Summer League. Hennessy's involvement will also expand to include preseason and regular-season NBA Global Games happening worldwide. The partnership bridges the worlds of sports and spirits, embodying shared values and celebrating the cultural fabric that defines the communities and fans of both the NBA and Hennessy.
Laurent Boillot, President and CEO of Hennessy, expressed his enthusiasm for the extension, highlighting the strategic alignment with the cultural essence that unites 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," said Boillot.
Kerry Tatlock, NBA Executive Vice President, Global Marketing Partnerships and Media, commended the collaboration with Hennessy, which has successfully brought NBA fans closer to the game through immersive global experiences. The partnership's objective is to provide unforgettable moments to fans around the world while celebrating the spirit of the game.
To kick off the renewed partnership, Hennessy has introduced a series of limited-edition Hennessy x NBA bottles in VS, VSOP, and XO cognacs, exclusively available at local liquor stores and select e-retail boutiques. These bottles celebrate the culture of basketball, featuring packaging designs that pay homage to the sport's key elements like asphalt, hardwood, and leather.
One of the most exciting aspects of this collaboration is Hennessy's "Courts Beyond Limits" program, which involves the unveiling of unique basketball courts in iconic locations across Africa, Asia-Pacific, and Europe. These courts represent the global reach of the NBA and have been showcased in breathtaking settings, such as a floating court in Lagos, Nigeria, and another floating court on London's River Thames. A beachside court at Sydney, Australia's renowned Bondi Icebergs is another example of these iconic installations.
This extension builds on Hennessy's initial partnership with the NBA, WNBA, NBA G League, and USA Basketball, which was forged in 2020, marking Hennessy's first-ever deal with a North American professional sports league. The global extension of this partnership now includes the BAL and aims to create immersive fan experiences that resonate with the global basketball community.
Basketball and cognac enthusiasts can anticipate a series of exciting new experiences and events as the partnership unfolds. Hennessy will unveil innovative collaborations and activations celebrating the NBA's cultural influence across various domains, including fashion, music, art, and design. Additionally, Hennessy will introduce new products, including variations of their renowned VS, VSOP, XO, and Paradis cognacs.
For the latest updates on Hennessy's marketing partnership with the NBA, you can visit Hennessy's official website at Hennessy.com and follow their social media accounts @Hennessy, using the hashtag #HennessyxNBA.
In summary, Hennessy's extended partnership with the NBA promises to be a winning formula, merging the worlds of sports, culture, and spirits in a way that will continue to delight fans and bring them closer to the game they love. Get ready for slam dunks both on and off the court as these two iconic organizations join forces to create unforgettable moments.