Hennessy, the world-renowned cognac brand, has inked a multi-year extension of its global marketing collaboration with the National Basketball Association (NBA). The arrangement includes the NBA, Women’s National Basketball League (WNBA), NBA G League, USA Basketball, and the Basketball Africa League (BAL).
As part of the deal, Hennessy will increase its involvement as a partner at preseason and regular-season NBA Global Games throughout the world. Moreover, both parties will continue to engage with NBA fans worldwide through immersive and premium experiences and NBA events, such as the NBA All-Star and NBA Summer League. Hennessy will also increase its international presence as a partner at preseason and regular-season NBA Global Games.
Laurent Boillot, President and CEO of Hennessy, said, “We are thrilled to extend our global marketing partnership with the NBA. 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.”
Kerry Tatlock, NBA Executive Vice President, Global Marketing Partnerships and Media, said, “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. We look forward to continued celebrations with our Official Spirit as we bring unforgettable moments to our fans worldwide.”
In order to demonstrate the NBA’s worldwide reach, Hennessy revealed a number of basketball courts in renowned locations around Africa, Asia-Pacific, and Europe under its “Courts Beyond Limits” campaign. Among other famous places throughout the world, the program included a floating basketball court in Lagos, Nigeria, a floating court on the River Thames in London, and a seaside court in Sydney, Australia’s renowned Bondi Icebergs.
The extension expands on Hennessy’s initial marketing agreement with a North American professional sports league, which the brand signed in 2020 with the NBA, WNBA, NBA G League, and USA Basketball. Hennessy’s footprint was then further extended globally through engaging fan experiences, both in the BAL and elsewhere.
NBA fans and cognac enthusiasts can look forward to thrilling new experiences and events from the two famous institutions. Hennessy will reveal new collaborations and activations that commemorate the NBA’s cultural impact in fashion, music, art, and design. Hennessy will also launch new products, featuring variations of its renowned VS, VSOP, XO, and Paradis cognacs.