The partnership is the inaugural deal with a North American professional sports league for Hennessy. Giles Woodyer, Senior Vice President, Hennessy U.S. had this to say:
“We are pleased to be partnering with the NBA, a forward-thinking league that embodies our ‘Never stop. Never settle.’ mantra. There’s an energy pulsing through the NBA that compels it to evolve, to push the limits of its own potential. Our new collaborative journey is rooted in this joint passion and will explore the realms of legacy, culture and innovation.”
Dan Rossomondo, NBA Senior Vice President, Media and Business Development added:
“Our partnership with Hennessy provides an exciting opportunity to reach and engage with a broader segment of basketball fans around the NBA’s marquee moments. As the iconic brand continues to expand its business in sports marketing, we look forward to creating elevated experiences and unique initiatives that celebrate the game of basketball.”
Both parties will tip off the partnership this weekend in Chicago, IL for NBA All-Star Weekend. The NBA also recently announced their partnership with Louis Vuitton for the NBA Championship trophy.