Industry News

Hennessy Gets Off the Bench with New NBA Partnership

Hennessy Three Point Play

Mar. 9, 2020

Basketball fans across the country are welcoming a new player to the game: Hennessy Cognac. Starting at the recent NBA All Star 2020 game in Chicago, Hennessy kicked—or rather tipped—off a new, multi-year partnership with the league to serve as the official spirit of the NBA, WNBA, and USA Basketball.

The Big Show
This agreement, and the incredible reach it will provide the world’s top-selling Cognac brand, expands the brand’s “Never stop. Never settle.” ethos, celebrating the brand as well as the men and women who push past their own limits and elevate the sport with each game they play. The All Star game, for which Hennessy served as an associate partner and also sponsored the pre-game and red carpet festivities, was seen by an estimated 7.3 million viewers nationwide. That represents an eight percent increase over the previous year, as well as an unbeatable advertisement for Hennessy.

Teamwork Makes the Dream Work
For 250 years, Hennessy has pushed the limits of Cognac, expanding the fanbase for the spirit and raising the bar for what consumers expect from it. Out of that history, the company has developed its “Never stop. Never settle.” mantra, guiding the brand in its choices for partnerships with others who are equally driven to find greatness. Their partnership with the NBA honors that spirit, and also creates a new opening to reach a vast, diverse audience of LDA (legal drinking age) consumers.

"We are pleased to be partnering with the NBA, a forward-thinking league that embodies our 'Never stop. Never settle.' mantra," - Giles Woodyer, Senior Vice President, Hennessy U.S.  

"We are pleased to be partnering with the NBA, a forward-thinking league that embodies our 'Never stop. Never settle.' mantra," said Giles Woodyer, Senior Vice President, Hennessy U.S. "There's an energy pulsing through the NBA that compels it to evolve, to push the limits of its own potential. Our new collaborative journey is rooted in this joint passion and will explore the realms of legacy, culture and innovation."

Full-court press
Through a partnership with the NBA, Hennessy will be able to reach millions of consumers each week through television and in-person engagement. The brand looks to capitalize on these interactions, driving brand awareness and engagement.

"Our partnership with Hennessy provides an exciting opportunity to reach and engage with a broader segment of basketball fans around the NBA's marquee moments," said Dan Rossomondo, NBA Senior Vice President, Media and Business Development. "As the iconic brand continues to expand its business in sports marketing, we look forward to creating elevated experiences and unique initiatives that celebrate the game of basketball."

It looks as though Hennessy and the NBA will both have much to celebrate in the coming years. Ask your Breakthru Sales Consultant for more information on Hennessy cognac, and your business will be celebrating, too.