Hennessy and NBA partnership celebrate “Never stop, Never settle” attitude

(Photo by Dave Kotinsky/Getty Images for Hennessy)
(Photo by Dave Kotinsky/Getty Images for Hennessy) /

From the outside shot to the slam dunk, pushing the limits is part of thrill of watching an NBA game. The Hennessy NBA partnership continues that Never stop, never settle attitude.

For Hennessy, the concept of “Never stop, Never settle” might seem simple but it is the energy that drive people to want greatness. With the new Hennessy NBA partnership, the two icons are looking to celebrate the spirit of wanting and achieving the best. What will the two brands raise a toast to?

With a rich tradition, Hennessy is more than just the world’s best-selling Cognac. That smooth liquor is perfect on its own yet can be mixed into an elevated cocktail. The versatility of the nuanced liquor has earned it legions of fans.

For many fans, the National Basketball Association is more than game. There is a connection to the players, the teams and the skills on the court. People cheer that impossible shot, that picture perfect slam dunk and that come from behind victory.

The new multi-year partnership between Hennessy and the NBA will kick off at the 2020 All Star Game, as both an “associate partner of the NBA Celebrity Game presented by Ruffles and as a presenting partner of the pre-game red carpet.”

Giles Woodyer, Senior Vice President, Hennessy U.S. said, “There’s an energy pulsing through the NBA that compels it to evolve, to push the limits of its own potential. Our new collaborative journey is rooted in this joint passion and will explore the realms of legacy, culture and innovation.”

(Photo by Noel Vasquez/Getty Images for Hennessy) /

Those words could see a new director for this type of partnership. It is more than just featuring a particular liquor at a game or a signature cocktail for a special event. Combing the legacy, culture and innovation of the brands could deepen a fan’s experience with both arenas. Appreciating how various aspects of culture and sports are woven together is important.

While athletes are always looking to push the limits of their athletic potential, every person has that opportunity to embody those ideals on their own levels. Hopefully, this new partnership will celebrate both the every man and the special athlete in their own ways.

Granted few people can feel the glory of making that buzzer winning shot in a championship game, but everyone can have that epic moment in their own way. Maybe it is getting back on the court after knee surgery or just enjoying a pick-up game with friends, basketball can bring all types of people together.

As the partnership evolves, it will be interesting to see the direction. Hopefully, these celebrated moments have a broad appeal. Everyone has limitless potential.

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What do you think of the Hennessy NBA partnership? What type of moments would you like to see celebrated?