Never Stop, Never Settle: The NBA Partners with Hennessy To Make The It The Spirit Of The NBA

It’s official. The NBA has announced a new spirit parter, and it’s everyone’s favorite cognac, Hennessy.

Giles Woodyer, Senior Vice President of Hennessy U.S., spoke about the upcoming partnership with Forbes, stating how excited he was for the new deal.

“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,” Woodyer said. “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 partnership will become official this weekend during All-Star festivities in Chicago.

According to Forbes, Hennessy will be an associate partner of the big game, which is presented by Ruffles.

Hennessy is also an official presenting partner for the pre-game red carpet.

The cognac company plans on taking the NBA, WNBA and USA Basketball to new heights and take fans to new heights with experiences such as access to games, players, cultural events and more, Forbes reports.⠀

Hennessy also plans on bringing a newness to the league with their “Never stop. Never settle.” motto.

“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,” Woodyer continued.

Before Hennessy, Jack Daniels was the spirit of the NBA.