Hennessy became the NBA's first global spirits partner

Hennessy became the NBA's first global spirits partner

– Hennessy upgrades to become nBA's Official Global Spirits Partner under years of partnership –

Beijing, February 25, 2021 – Hennessy and NBA, the world's best-selling cognac brand, today announced a global partnership (including in China) that will upgrade Hennessy to become the NBA's official global spirits partner. The multi-year partnership agreement marks the first global partnership with a spirits brand in the NBA's history, opening the next chapter in The Hennessy's partnership with the NBA. In February 2020, the NBA and Hennessy announced a partnership, and Hennessy became the NBA's official spirits partner in North America.

"We are honored to be the first global spirits partner in NBA history," said Julie Nolt, Hennessy's Global Chief Marketing Officer. "The NBA transcends basketball itself, and Hennessy is not limited to cognac, we represent all communities around the world. Through this partnership, which challenges fans face around the world today, we can support the sport of basketball and the culture it embodies. Basketball unites people through entertainment and friendship. We also follow NBA's core values – integrity, teamwork, mutual respect, and continuous innovation. These values play a particularly critical role today as we continue to inspire and unite people around the globe. ”

"Hennessy's upgrade to become the NBA's first global spirits partner is an exciting and landmark in NBA history," said Dan Rosomondo, NBA's senior vice president of media and business development. "We look forward to continuing to celebrate the sport of basketball with Hennessy and fans around the world."

The partnership will kick off in the U.S., Africa, Asia and the Pacific, and Europe with a special "Hennessy x NBA: Sideline" special event to honor those who have contributed to the development of basketball. Fans around the world will be able to purchase limited edition Hennessy Cognac and raise a glass together. Designed to commemorate the partnership with the NBA, the series of limited edition cognac packaging is now available in the United States and is scheduled for global release in the second quarter of 2021.

For more than 250 years, Hennessy has dedicated itself to paying tribute to people who "pursue relentlessly and never compromise". NBA players are unwavering in their commitment to cultural development, and that spirit is perfectly reflected in the players. This year, Hennessy will host a series of consumer events and localized content to pay tribute to basketball fans around the world.

For more information on Hennessy's partnership with the NBA for the 2021 NBA season, visit hennessy.com.

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About the NBA

The NBA is an international sports and media group made up of four professional sports leagues: the NBA, the Women's Basketball League (WNBA), the NBA G League, and the NBA 2K Pro Esports League. NBA events are broadcast in more than 50 languages in 215 countries and territories, and NBA licensed products are available in more than 100,000 retail stores in 100 countries and regions on six continents. In the 2020-21 season, the NBA had a total of 107 international players from 41 countries and regions. NBA digital media platforms include NBA TV, nba.com, NBA App and NBA AllianceCom. The NBA is one of the most successful professional sports leagues on social media, with leagues, teams and players having over 1.9 billion followers and likes on social media platforms. Through NBA Cares, leagues, teams and players are actively involved in addressing important social issues at youth service agencies around the world on issues related to education, youth and family development, and health.

About Hennessy

As one of the most prestigious wineries in Cognac, Hennessy has been known worldwide for more than 250 years with its exceptional products. Adhering to the pioneering spirit of its founder, Richard Hennessy, the brand exports its products to more than 160 countries around the world. Located in the heart of the Charente region of France, Château Hennessy is not only a solid pillar of the regional economy, but also sets a long-standing benchmark for industry products with rigorous expertise. Every cognac of exceptional quality is the result of a unique brewing process that Has been passed down from generation to generation by Hennessy, which is also the basis for the winery's prosperity. As the first winemaker to achieve ISO 14001 certification, Hennessy relies on its innovative capabilities and the support of all partners to protect the Sustainable Development of the Cognac region.

As the star brand of the Lvmh Group, 99% of Hennessy's products are exported worldwide, making a significant contribution to The French International Trade, and Hennessy has become a symbol of the French art de vivre around the world.

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