Hennessy and the NBA have announced a multiyear extension of their global marketing partnership. This collaboration covers the NBA, WNBA, NBA G League, USA Basketball, and the Basketball Africa League. Hennessy and the NBA will continue to engage fans through immersive experiences, expanding their presence at NBA events. To celebrate, Hennessy has introduced limited-edition Hennessy x NBA bottles in VS, VSOP, and XO cognacs, featuring a basketball-inspired design.

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“We are thrilled to extend our global marketing partnership with the NBA,” said Laurent Boillot, President and CEO of Hennessy. “This collaboration is not just about shared values but also a strategic alignment with the cultural fabric that defines our fans and communities. Together, we will continue to push boundaries and deliver exceptional and meaningful moments that celebrate excellence in all its forms all over the world.”

“Our collaboration with Hennessy has brought NBA fans around the world closer to the game of basketball through immersive, one-of-a-kind global experiences,” said Kerry Tatlock, NBA Executive Vice President, Global Marketing Partnerships and Media. “We look forward to continued celebrations with our Official Spirit as we bring unforgettable moments to our fans worldwide.”


Hennessy’s “Courts Beyond Limits” program has unveiled unique basketball courts in iconic locations worldwide, emphasizing the NBA’s global reach. This renewal builds on their initial partnership in 2020, marking Hennessy as the first North American professional sports league’s official partner.

Expect exciting collaborations and activations celebrating the NBA’s cultural impact in fashion, music, art, and design. Hennessy will also introduce new cognac products. For updates, visit Hennessy.com and follow @Hennessy and #HennessyxNBA. Basketball and cognac enthusiasts can anticipate a dynamic partnership that uniquely blends sports and spirits.

About The Author

Senior Editor

Shawn Grant is a Chicago native and the Senior Editor of The Source Magazine. He can only be found on Instagram and Twitter at @shawnxgrant.

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