Hennessy Extends Marketing Partnership with USA Basketball

10 October 2023

COGNAC, France & COLORADO SPRINGS, Colorado (Oct. 10, 2023) – Hennessy, the world-renowned cognac brand, and USA Basketball announced a multiyear extension of their global marketing partnership, spanning USA Basketball, the National Basketball Association (NBA), Women’s National Basketball Association (WNBA), NBA G League and the Basketball Africa League (BAL).

The renewal builds on Hennessy's marketing partnership with USA Basketball, the NBA, WNBA and NBA G League that dates back to 2020. Through the agreement, Hennessy and USA Basketball will engage with basketball fans around the world.

“We are looking forward to continuing to build our partnership with Hennessy as the Official Spirit of USA Basketball,” said Jim Tooley, CEO, USA Basketball. “Since launching the partnership several years ago, we have worked together to bring some of USA Basketball’s marquee moments to life and will continue to find ways to engage basketball fans around the world.”

Hennessy will continue as an Associate Partner of the USA Basketball Showcase, supporting USA Basketball men’s and women’s national team exhibition games worldwide prior to major international competitions, including the FIBA World Cup and Olympic Summer Games.

“We are thrilled to extend our global marketing partnership with the NBA and USA Basketball,” said Laurent Boillot, president and CEO, Hennessy. “This collaboration is not just about shared values but also a strategic alignment with the cultural fabric that defines our fans and communities. Together, we will continue to push boundaries and deliver exceptional and meaningful moments that celebrate excellence in all its forms all over the world.”

About Hennessy
The leader in Cognac, the Maison Hennessy has shone around the world with its exceptional know-how for more than 250 years. Built on founder Richard Hennessy’s spirit of conquest, the brand is present in more than 160 countries. Based in the heart of the Charente region, Hennessy is also a steadfast pillar of the regional economy. The Maison’s success and longevity are rooted in the excellence of its cognacs, each of which is born of a unique process of transmission of know-how from generation to generation. The first spirits Maison to be certified ISO 14001, Hennessy unites its capacity for innovation and the support of all of its partners to protect this exceptional area. As a crown jewel of the LVMH Group, Hennessy is a major contributor to French international trade, with 99% of production sold in export, and a worldwide ambassador for the French art de vivre.

USA Basketball Contacts:
Renee Felton, Michael Terry, Justin Trujillo and Patrick Kolb.