Hennessy Is Now The Official Spirit Of The Nba

Citing their “long-standing shared values and a passion for pushing the limits of potential,” Hennessy today announced it was partnering with the NBA to become its official spirits sponsor.

The legendary Cognac brand has signed a multi-year deal with the NBA, as well as the Women’s National Basketball Association (WNBA) and USA Basketball, Forbes reports.

According to Giles Woodyer, senior vice president of Hennessy U.S., the decision to extend the partnership was a slam dunk. “There’s an energy pulsing through the NBA that compels it to evolve, to push the limits of its own potential,” he said, which matched up well with Hennessy’s “Never Stop, Never Settle” mantra.

The first stop on the two brands’ “new collaborative journey” will be the 2020 All-Star game in Chicago. Hennessy will be an associate partner of the NBA Celebrity Game, and a presenting partner of the pre-game red carpet.

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