HENNESSY BECOMES THE NBA’S FIRST GLOBAL SPIRITS PARTNER

In the over 250 years since it was founded, Hennessy has celebrated those who embody the “Never Stop. Never Settle” ethos personified by the players’ unwavering commitment to drive culture forward, on and off the court.

We are thus pleased to announce the expansion of the global partnership between Hennessy and the National Basketball Association (NBA), extending Hennessy’s designation of the “Official Spirit of the NBA” worldwide. This is the next chapter of our relationship with the NBA.

The NBA and Hennessy have much in common. “The NBA is more than basketball, and Hennessy is more than cognac,” says Julie Nollet, Hennessy global CMO. “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.” Ms. Nollet further explains, “We share the NBA’s core values of integrity, teamwork, respect and innovation, all more powerful than ever as we work to inspire and unite people through across the globe.”

All throughout the year, Hennessy will represent the tradition of the game and mindset of basketball fans around the world through a range of consumer activations and localized content. “We look forward to continuing to celebrate the game of basketball alongside this iconic brand and our many fans around the world,” said Dan Rossomondo, NBA Senior Vice President, Media and Business Development.

It promises to be a splendid celebration of all that is possible, even when faced with the impossible.