Hennessy assumes the role of the first global alcohol partner of the National Basketball Association.
Brand Hennessy, which is one of the most popular cognac brands in different countries, and the National Basketball Association have officially announced the global expansion of their partnership. This is the first NBA collaboration with an alcohol brand to reach such proportions. Thus, Hennessy is now considered the "Official Alcoholic Drink" of the Basketball Association, not only in North America, but throughout the world.
The first step in the global expansion of the partnership will be entering new regions, primarily Europe, South America, Africa, and the Asian region. For fans around the world, an advertising campaign called "Hennessy x NBA: Lines" will be launched, adapted to each region. It is also planned to hold a variety of themed events celebrating basketball and its fans, which will be localized for each region.
And those fans of brands who want not only to feel the spirit of the collaboration, but also to buy a part of it for themselves, will be able to find unique bottles of cognac dedicated to the partnership on sale. Hennessy plans to launch exclusive Hennessy VS and VSOP lines. "Basketball" bottles of cognac, specially designed in honor of the partnership, will be presented in limited editions. And on a global scale, a new series of cognacs will appear towards the end of the first half of 2021.
Entering the global market will be a new stage in Hennessy's agreement with the NBA. The initial agreement, which was limited to North America only, was concluded in February 2020. According to Dan Rossomondo, NBA Senior Vice President, "We look forward to continuing to celebrate the game of basketball with this iconic brand and fans around the world." .