Moet Hennessy secures global NBA sponsorship for Hennessy Cognac

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Moet Hennessy has expanded a sponsorship deal for Hennessy Cognac with the National Basketball Association (NBA) to include the rest of the world. 

Moet Hennessy has secured a global extension for its Hennessy brands NBA sponsorship

Moet Hennessy has secured a global extension for it's Hennessy brand's NBA sponsorship

The multi-year agreement, the NBA's first global partnership with a spirits brand, builds on a North America deal announced in February last year. To mark the announcement, the company has released commemorative Hennessy VS and VSOP limited-edition bottles to the US ahead of a worldwide release in the second quarter of this year.

"We are honoured by the distinction as the first global spirit partner in the NBA's history," said Hennessy's global CMO, Julie Nollet. "We represent global communities, and 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."

Speaking to just-drinks earlier this month, Hennessy US's senior VP Jasmin Allen said partnerships like the NBA deal will continue to be crucial in connecting with consumers.

Diageo holds a 34% stake in Moet Hennessy, which is the spirits & wine unit of LVMH.

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Sectors: Spirits

Expert Analysis

Opportunities in the Americas Spirits Sector

Opportunities in the Americas Spirits Sector

The global spirits sector was valued at US$823,604.3 million in 2019. Over the forecast period, the global spirits sector is expected to grow at a CAGR of 1.7% to reach US$894,041.4 by 2024. Americas ...


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