LVMH has announced that its premium cognac maker Hennessy has become the first global spirits partner of the NBA (National Basketball Association).
The two groups initially collaborated in the US in February 2020 and are now expanding the partnership globally.
The plan includes the launch of the 'Hennessy x NBA: Lines' campaign in Africa, South America, Asia-Pacific, and Europe, celebrating the innovation and ambitions behind the collaboration.
The spirits giant will introduce limited edition bottles of cognac, created especially to commemorate the partnership worldwide.
According to Dan Rossomondo, NBA senior vice president, media and business development, the partnership "marks an exciting milestone for the league as Hennessy becomes the NBA's first-ever global spirits partner."
Hennessy international marketing and communication director, Julie Nollet, said, "This partnership empowers us to support a game and culture that brings people together through entertainment and camaraderie despite the current challenges faced by fans around the world."
The partnership will be showcased online as the cognac brand and the NBA team up for joint events that will be available to watch on the website and Instagram account of the cognac producer.
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.