Hennessy Signs on as Official Spirit of the NBA, WNBA, and USA Basketball; Marks Inaugural Deal with ... [+] a North American Professional Sports League HennessyThe NBA has a new spirit partner. Hennessy, the world’s best-selling Cognac, and the National Basketball Association announced today a multi-year partnership that makes Hennessy the official spirt of the NBA, Women’s National Basketball Association (WNBA), and USA Basketball. Jack Daniel’s was the NBA’s previous spirit partner. “The partnership between Hennessy and the NBA has united two global brands with long-standing shared values and a passion for pushing the limits of potential,” Giles Woodyer, Senior Vice President, Hennessy U.S. told Forbes. Hennessy also aims to elevate the fan experience of the NBA, WNBA and USA Basketball by providing access to games, players, cultural events, creating and commemorating special stories and activations that highlights their “Never stop.

Source: Forbes February 10, 2020 13:01 UTC