Is Hennessy the official drink of the NBA? All of the NBA fans follow the league simply because it is fun and brings joy to our everyday lives. An average NBA fan focuses only on the basketball side of the league but we are all aware that the NBA is much more than a sports organization.

In the past decades, the league has grown from an American sports league to a global business that has found its place in every region of the world.

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.

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.

The sports itself is one of the biggest businesses today and the NBA is probably the most successful sports brand globally.

To sign a partnership deal with the NBA guarantees business success and huge financial income. One of the reasons why the NBA is so successful as a business is the decisions that are made and the partnerships that are agreed upon.

Not many fans can find any link between basketball and spirits but if the NBA is a party in the business model, anything is possible.

Is Hennessy the official drink of the NBA?

https://www.youtube.com/watch?v=WmyqZbbeGck

Just like that, in February 2021 the NBA announced its partnership with the world’s best-selling cognac, Hennessy. Even more, the league made Hennessy the “Official Spirit of the NBA” worldwide.

The multi-year agreement, which marks the league’s first-ever global partnership with a spirits brand, ushers in the next chapter of Hennessy’s relationship with the NBA and expands on the North American deal that was announced in February 2020.

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 honored by the distinction as the first global spirit partner in the NBA’s history,” said Julie Nollet, Hennessy global CMO after signing the deal with the league.

“The NBA is more than basketball, and Hennessy is more than cognac.  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.  We share the NBA’s core values of integrity, teamwork, respect, and innovation, which are more powerful than ever as we work to inspire and unite people across the globe,” said Nollet.

“This partnership expansion marks an exciting milestone for the league as Hennessy becomes the NBA’s first-ever global spirits partner,” said Dan Rossomondo, NBA Senior Vice President, Media and Business Development.  “We look forward to continuing to celebrate the game of basketball alongside this iconic brand and our fans around the world.”

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.

What Will Hennessy Do?

https://www.youtube.com/watch?v=LVsqLMdxTuA

The expanded partnership will be tipped off in Africa, Asia-Pacific, Europe, and South America with the launch of an adaptation of the “Hennessy x NBA: Lines” campaign that celebrates those who push the game forward.

Fans around the world will be able to toast with new exclusive Hennessy VS and VSOP Limited Edition bottles, specially designed to commemorate the partnership.

The Limited Edition bottles are now available in the U.S. as well as worldwide.

The NBA and Hennessy officially started the partnership during the NBA All-Star Weekend in Chicago on February 16. At the event, Hennessy served as an associate partner of the NBA Celebrity Game presented by Ruffles and as a presenting partner of the pre-game red carpet.

Hennessy also aims to elevate the fan experience of the NBA, WNBA, and USA Basketball by providing access to games, players, cultural events, creating and commemorating special stories and activations that highlights their “Never stop. Never settle.” ethos.

“This collaborative journey,” Giles Woodyer, Senior Vice President, Hennessy U.S., “will explore the realms of legacy, culture, and innovation, curating real and unexpected ways for fans to further engage and be a part of the energy that transcends the game—on the court, in fandom, and in local communities.”

“The partnership between Hennessy and the NBA has united two global brands with long-standing shared values and a passion for pushing the limits of potential,” said Woodyer.

“We feel very fortunate to be partnering with an organization that offers so many diverse associations and opportunities to embrace the spirit of the game.”

Both parties are working constantly on promoting their partnership around the world.

NBA is Rapidly Growing

Most recently, the official spirit of the NBA coursed through London. The world’s best-selling cognac, brought its global partnership with the NBA to the UK capital, celebrating with a tip-off party at a secret central London location.

Marking the start of the NBA’s 75th Anniversary Season, an iconic London institution was transformed into a basketball court for the first time in its history for an evening honoring the game’s impact on UK culture, both on and off the court.

Hennessy Will Bring More Diversity

In a show of London’s far-reaching love for the game, taste-makers from across UK culture turned out to tip-off the new season, including the likes of Daisy Lowe, Goldie, Josh Denzel, Yinka Ilori, Ray Blk, D Double E, Amy Jackson, Tiffany Calver, Jack Fowler, Montana Brown, Rak-Su and more.

Launching the NBA’s 75th Anniversary Season in style, the immersive Spirit of the NBA experience saw the game reimagined into an evening of four quarters recognizing the sport’s cultural significance on a visually-arresting monochrome court played by special guest performers.

Showcasing both fresh and established UK talent, British DJ icon Goldie MBE paid homage to the sounds that shaped early NBA culture with a rare set of 80s hip-hop, funk, and soul, and BBC Radio One DJ Tiffany Calver championed the newest names in UK hip-hop, while Kojo Funds shone a light on London’s bubbling Afro-swing scene.

Dynamic and exciting for both NBA fans and brand-lovers alike, the party set the scene to capture the culture of the NBA in its distinctly London context.

Throughout the evening, guests enjoyed Hennessy cocktails and were treated to American street food, in a nod to the NBA’s homeland. They were greeted by a dedicated message from eight-time NBA All-Star Vince Carter and had the opportunity to meet three-time NBA Champion Bruce Bowen, try their hand at ‘pop-a-shot’, cast their predictions for the season, and take photos with the Larry O’Brien NBA Championship Trophy.

Mixed Reactions

Carter and Bowen are certainly great models to represent the NBA and the partnership with Hennessy but there is another player who made the spirit famous among the NBA fans even before this deal was done.

You already guess it’s JR Smith who at one point in his career was known by the nickname “Henny God” based on his supposed love for the drink. The former Cavs star was fed up with that and wanted the world to know it.

“I don’t even drink Henny bro. I don’t,” Smith said. “It’s not my s—, bro. I actually hate it. I don’t even like the way it tastes. I hate that s— for real.”

Smith explained that fans mistook a champagne bottle for a bottle of Hennessy in a picture that was captured following the Cavs’ epic comeback in the 2016 NBA Finals.

Anyway, Smith will forever stay connected with the spirit since his infamous decision to dribble the ball with Game 1 of the 2016 Finals being tied was blamed on Hennessy. Despite playing the game of his career by that moment, Smith seemed disoriented and literally cost his team the win.

Finally, if you want to try the official NBA spirit, you can do that for only $50. You will get the drink in a 2021 limited-edition release of the Hennessy vs NBA Gift Box. The eye-catching box with the “Spirit of the NBA” line contains a standard 750ml bottle of the full-bodied cognac with its signature intense character that reveals its liveliness whether enjoyed neat, on ice, or with a mixer. It seems like a perfect gift for any cognac lover or basketball fan in the holiday season.