In a significant development, esteemed cognac brand Hennessy and the National Basketball Association (NBA) have declared the continuation of their global marketing alliance.
This extended partnership encompasses multiple basketball leagues, namely the NBA, WNBA, NBA G League, USA Basketball, and the Basketball Africa League (BAL).
The renewed alliance ensures that Hennessy and the NBA will further connect with basketball aficionados across the globe, curating premium experiences centered on major NBA events such as the NBA All-Star, NBA Summer League, and more. Additionally, the partnership will amplify Hennessy’s visibility during 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.”.
Kicking off this reinforced partnership and marking the 2023-24 NBA season, Hennessy has unveiled exclusive limited-edition Hennessy x NBA cognac bottles, spanning their VS, VSOP, and XO range. These bottles, inspired by the rich tapestry of basketball, showcase designs that embody elements like asphalt, hardwood, and leather, encapsulating the sport’s core essence, where passion converges with excellence and where community intertwines with culture. These exclusive bottles are up for grabs at selected local liquor outlets and chosen e-retail boutiques.
Kerry Tatlock, EVP, Global Marketing Partnerships and Media at National Basketball Association (NBA) added “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 the coming times, NBA fans and cognac connoisseurs can look forward to exhilarating experiences crafted by these two iconic entities. Hennessy has plans to roll out pioneering initiatives that resonate with the NBA’s influence in domains like fashion, music, art, and design. Furthermore, cognac enthusiasts can expect the introduction of new products, encompassing Hennessy’s revered VS, VSOP, XO, and Paradis varieties.
This collaboration between Hennessy and the NBA symbolizes the amalgamation of luxury and sports. As both brands stand tall in their respective arenas, their partnership promises to deliver unparalleled experiences, reaching new heights in global marketing synergy.