Leading Cognac brand Hennessy has signed a multiyear deal to become the official spirit of the National Basketball Association, Women’s National Basketball Association, and USA Basketball.
The partnership will kick off later this week during NBA All-Star 2020 in Chicago, where Hennessy will serve as an associate partner of the NBA Celebrity Game presented by Ruffles, and as a presenting partner of the pre-game red carpet.
Jack Daniel’s was the NBA’s previous spirit partner. The NBA alignment represents Hennessy’s first deal with a North American professional sports league. Terms were not disclosed.
The NBA recently announced sweeping changes to the format of the 2020 NBA All-Star Game, which is taking place on February 16 at the United Center in Chicago. The 3-point competition has been tweaked as well.