Tag: Spirits Partner

The world leader in premium spirits, Hennessy embarked on a conquest of new territories with its exceptional cognac at the end of the 18th century, beginning with the United States. Now the relationship between French cognac and the United States has elevated to an exciting new level with the announcement that Hennessy has become the first global spirits partner of the NBA (National Basketball Association).

Following an initial partnership with the NBA – the top professional basketball league in the United States – announced in February 2020, this exceptional relationship will expand globally. The “Hennessy x NBA: Lines” campaign will tip off in Africa, South America, Asia-Pacific and Europe, celebrating the innovation and ambitions behind this link-up. Basketball fans and lovers of French art de vivre will be able to toast with Limited Edition bottles of Hennessy V.S (Very Special) and V.S.O.P (Very Superior Old Pale) cognacs created specially to commemorate the partnership worldwide.

“This partnership expansion marks an exciting milestone for the league as Hennessy becomes the NBA’s first-ever
global spirits partner,” said Dan Rossomondo, NBA Senior Vice President, Media and Business Development.

Hennessy is more than cognac and the NBA is more than basketball, notes Hennessy International Marketing and Communication Director 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.” The relationship is anchored by shared core values of integrity, teamwork, respect and innovation, she adds. “These values are more powerful than ever as we work to inspire and unite people across the globe.”

This combination of excellence in crafting spirits and excellence in sports performance will be showcased as Hennessy and the NBA team up for joint events, showcased on the website of the storied cognac House and its Instagram account.

Manchester United Announce Global Partnership with Chivas.
The original luxury blended Scotch whisky becomes Manchester United’s Official Global Spirits Partner.

Manchester United forward, Alexis Sanchez, smiles down the lens during a Chivas film shoot in July in Los Angeles, United States; photos: chivas

Chivas believes that blended is better, in life and in Scotch. Manchester United, the professional football club based in Old Trafford, Greater Manchester, England, and original luxury blended Scotch whisky, Chivas, have announced a multi-year global partnership.

The partnership will mean Chivas’ portfolio of award-winning blends will be available throughout Old Trafford’s hospitality suites, becoming part of the Manchester United matchday experience. Fans will also see Chivas branding displayed on digital perimeter boards as well as throughout the stadium.

“Chivas believes in the power of blending in life, as well as in Scotch. In bringing people together to create a greater whole – which is why Chivas is proud to be the global spirits partner of Manchester United, the world’s biggest football club; and in blending ambition with generosity and using success to enrich the lives of others – which is why the Chivas Venture supports social startups with $1m in annual funding,” said the team of the luxury blended Scotch whisky.

To celebrate the partnership, Chivas has created a short film, highlighting the unique blend of characteristics included in the Manchester United team. Shot in Los Angeles during the Club’s pre-season tour, the film stars an array of Manchester United first team players revealing an often unseen side to them, showing what defines
who they are, both on and off the pitch.

Original founding brothers, James and John Chivas, blended their first drop in the basement of their store in Aberdeen, in a story that began in the 19th Century in Scotland. Chivas has since grown into a world-leading whisky brand available around the world.

Never Stop. Never Settle: National Basketball Association announces first global spirits partner

Blended is, certainly, better – in life, football and Scotch