PR88045

COGNAC, France, Feb. 25 , 2021 /PRNewswire=KYODO JBN/ --

-- Multiyear Partnership Expansion Makes Hennessy the "Official Spirit of the

NBA" Worldwide --

Hennessy, the world's best-selling cognac, and the National Basketball

Association (NBA) today announced a global expansion of their partnership,

making Hennessy the "Official Spirit of the NBA" worldwide.  The multiyear

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 (

https://c212.net/c/link/?t=0&l=en&o=3057416-1&h=3537310922&u=https%3A%2F%2Fwww.nba.com%2Fnews%2Fnba-hennessy-announce-partnership&a=North+American+deal

) that was announced in February 2020.

Photo - https://mma.prnewswire.com/media/1442259/NBA_x_Hennessy.jpg

Video - https://www.youtube.com/watch?v=9Esh_hkRgIw

"We are honored by the distinction as the first global spirit partner in the

NBA's history," said Julie Nollet, Hennessy global CMO.  "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."

"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 expanded partnership will tip off in Africa, Asia-Pacific, Europe and South

America with the launch of an adaptation of the "Hennessy x NBA: Lines" (

https://youtu.be/9Esh_hkRgIw )  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.,

and a worldwide release is planned for the second quarter of 2021.  

For more than 250 years, Hennessy has celebrated those who embody the "Never

Stop. Never Settle" ethos that is personified by the players' unwavering

commitment to drive culture forward.  Throughout the year, Hennessy will

celebrate the tradition and mindset of basketball fans around the world through

a range of consumer events, activations and localized content.

To learn more about the 2020-21 NBA season with Hennessy, visit Hennessy.com (

https://www.hennessy.com/en-int/stories/hennessy-becomes-nbas-first-global-spirits-partner

)  or @Hennessy (

https://c212.net/c/link/?t=0&l=en&o=3057416-1&h=2814246880&u=http%3A%2F%2Fwww.instagram.com%2Fhennessy%2F&a=%40Hennessy

) on Instagram.

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.

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.

          PLEASE DRINK RESPONSIBLY -- NOT INTENDED FOR USE IN FRANCE

Contact:

Will Davis

will.davis@northsix.com

SOURCE Hennessy