Hennessy tips off multi-year partnership with NBA

Cognac brand Hennessy has entered into a multi-year partnership with the National Basketball Association (NBA) to become the official spirit of the NBA, Women's National Basketball Association and USA Basketball.

Hennessy has celebrated those who push the limits of potential through its "Never stop. Never settle." ethos and intends to continue this tradition by celebrating the spirit of the NBA. The partnership tipped off during the recent NBA All-Star 2020 in Chicago, during which the cognac brand served as an associate partner of the NBA Celebrity Game presented by Ruffles. It was also the presenting partner of the pre-game red carpet. Marketing has reached out to Hennessy for additional information.

Giles Woodyer, SVP, Hennessy US said the NBA is a forward-thinking league that embodies its "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," he added.

Dan Rossomondo, NBA SVP, media and business development said the partnership offers 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," he said.

Last month, Louis Vuitton inked a multi-year partnership with the NBA to be the first official Trophy Travel Case provider of the league. The trunk is coated in LV’s emblematic Monogram canvas and fitted with traditional brass fixtures. It will house and display The Larry O’Brien Trophy that is presented annually in June to the NBA team that wins The Finals

(Read also: Brands pay tribute to late NBA legend Kobe Bryant)