NBA appoints Hennessy as Official Spirit Partner; Jack Daniels dunked

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Hennessy and the National Basketball Association (NBA) have announced a multi-year partnership that makes Hennessy the Official Spirit of the NBA, Women’s National Basketball Association (WNBA) and USA Basketball.

Hennessy will take over from Jack Daniels, the NBA’s previous spirit partner.

Dan Rossomondo, NBA senior vice president of media and business development, said the partnership “provides an exciting opportunity to reach and engage with a broader segment of basketball fans around the NBA’s marquee moments.”

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“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. “We feel very fortunate to be partnering with an organization that offers so many diverse associations and opportunities to embrace the spirit of the game.”

The NBA and Hennessy will tip off the partnership this week during All-Star Weekend, where Hennessy will serve as an associate partner of the Celebrity Game presented by Ruffles and as a presenting partner of the pre-game red carpet.

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. Never settle.” ethos.

“This collaborative journey will explore the realms of legacy, culture, and innovation, curating real and unexpected ways for fans to further engage and be a part of the energy that transcends the game—on the court, in fandom, and in local communities, added Woodyer.”

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