Multiyear partnership expansion makes Hennessy the “Official Spirit of the NBA” Worldwide.
Nairobi, Kenya, 12, December 2021: Hennessy, the world’s best-selling cognac, and the National Basketball Association (NBA) announced a global expansion of their partnership, making Hennessy the “Official Spirit of the NBA” worldwide. The multi-year agreement, which marked the league’s first-ever global partnership with a spirits brand, ushers in the next chapter of Hennessy’s relationship with the NBA.
In Kenya, Hennessy and the National Basketball Association (NBA) launched the partnership officially with an event at the Nyayo Stadium, bringing together basketball players, basketball fans, artists, and cognac lovers.
Speaking at the event, Alexandre Helaine, Market Manager Moët Hennessy Eastern Africa, noted that, “This partnership marks an exciting milestone for the league as Hennessy becomes NBA’s first-ever global spirits partner. We look forward to continuing to celebrate the game of basketball alongside this iconic brand and our fans in Kenya and across Eastern Africa.”
For more than 250 years, Hennessy has celebrated those who embody the “Never Stop. Never Settle” ethos, personified by the players’ unwavering commitment to drive culture forward. Throughout the year, Hennessy has celebrated the tradition and mindset of basketball fans worldwide through a range of consumer events, activations, and localized content.
“Hennessy is more than cognac, and the NBA is more than basketball. We represent global communities, a partnership that empowers us to support a game and culture that brings people together through entertainment and camaraderie despite the current challenges faced by fans in the country,” added Mr Helaine.
Hennessy invites you to a splendid celebration of all that is possible, even when faced with the impossible.
About Hennessy
The leader in Cognac, the Maison Hennessy has shined around the world with its exceptional blends for more than 250 years. Built on founder Richard Hennessy’s spirit of conquest, the brand is present in more than 160 countries. Based in the heart of the Charente region, Hennessy is also a steadfast pillar of the regional economy, the standard-bearer for a sector rich in expertise.
The House’s success and longevity are rooted in the excellence of its cognacs, each of which is born of a unique process of transmission from generation to generation. The first wine and spirits house to be certified ISO 14001, Hennessy unites its capacity for innovation and the support of all of its partners to protect this exceptional area.
As the crown jewel of the LVMH Group, Hennessy is a major contributor to French international trade, with 99% of production sold in export, and a worldwide ambassador for the French art de Vivre.
About the NBA
The NBA is a global sports and media business built around four professional sports leagues: the National Basketball Association, the Women’s National Basketball Association, the NBA G League and the NBA 2K League.
The NBA has established a major international presence with games and programming available in 215 countries and territories in more than 50 languages, and merchandise for sale in more than 100,000 stores in 100 countries on six continents. NBA rosters at the start of the 2020-21 season featured 107 international players from 41 countries.
NBA Digital’s assets include NBA TV, NBA.com, the NBA App and NBA League Pass. The NBA has created one of the largest social media communities in the world, with 1.9 billion likes and followers globally across all league, team, and player platforms.
Through NBA Cares, the league addresses important social issues by working with internationally recognized youth-serving organizations that support education, youth and family development, and health-related causes.
To learn more about Hennessy X NBA visit Hennessy.com or @ Hennessy on Instagram. #HennessyKE