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Confused NBA player JR Smith

Hennessy Becomes the NBA’s First Ever Global Spirits Partner

After decades of being the ‘unofficial’ spirit of the NBA, Hennessy is making things official. The NBA on Thursday announced cognac brand Hennessy would become the sports organisation’s first-ever global spirits partner. According to Hennessy, the new multiyear agreement ushers in the next chapter of the brand’s relationship with the NBA, expanding on the North American deal that was announced in February 2020.

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Hennessy V.S bottle inside basketball-shaped white lines with the text ‘THE SPIRIT OF THE NBA’ and the NBA and Hennessy logos
NBA x Hennessy | Image: NBA

We are honoured by the distinction as the first global spirit partner in the NBA’s history,” said Julie Nollet, Hennessy global CMO. “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.”

The expanded partnership tips off in Africa, Asia-Pacific, Europe and South America with the launch of an adaptation of the “Hennessy x NBA: Lines” campaign. The successful ploy celebrates those who push the game forward, which is precisely what Hennessy plans to do.

Overhead shot of black basketball with Hennessy and NBA logos set on a table with Hennessy V.S bottle and glasses of cognac
Hennessy V.S Limited Edition | Image: Hennessy

Under the new deal, fans around the world will be able to get their hands on exclusive Hennessy VS and VSOP Limited Edition bottles, specially designed to commemorate the partnership. The Limited Edition bottles are available in the U.S. now, with worldwide release planned for the second quarter of 2021.

“This partnership expansion marks an exciting milestone for the league as Hennessy becomes the NBA’s first-ever global spirits partner,” Dan Rossomondo, NBA senior vice president, media and business development said. “We look forward to continuing to celebrate the game of basketball alongside this iconic brand and our fans around the world.”

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