Hennessy becomes NBA’s first global spirits partner

The multi-year agreement, which marked the league's first-ever global partnership with a spirits brand, ushers in the next chapter of Hennessy's relationship with the NBA.

In Kenya, Hennessy and the National Basketball Association (NBA) launched the partnership officially with an event at the Nyayo Stadium, bringing together basketball players, basketball fans, artists, and cognac lovers.

Speaking at the event, Alexandre Helaine, Market Manager Moët Hennessy Eastern Africa, said: "This partnership marks an exciting milestone for the league as Hennessy becomes NBA's first-ever global spirits partner. We look forward to continuing to celebrate the game of basketball alongside this iconic brand and our fans in Kenya and across Eastern Africa."

For more than 250 years, Hennessy has celebrated those who embody the "Never Stop. Never Settle" ethos, personified by the players' unwavering commitment to drive culture forward.

Throughout the year, Hennessy has celebrated the tradition and mindset of basketball fans worldwide through a range of consumer events, activations, and localized content.

"Hennessy is more than cognac, and the NBA is more than basketball. We represent global communities, a partnership that empowers us to support a game and culture that brings people together through entertainment and camaraderie despite the current challenges faced by fans in the country," added Mr Helaine.