Hennessy has proudly announced an expansion of its partnership with the National Basketball Association (NBA), which makes it the first global spirit partner in the franchise’s history.

This ushers in a new chapter in the relationship, with a synergy that celebrates everything that pushes the spirit of the game forward. As a brand that’s deeply entrenched in urban culture, with a passion for game-changers – those who Never Stop. Never Settle – the relationship is a perfect fit with Hennessy’s long-standing ethos.

To celebrate locally, Hennessy has partnered with TV personality and basketball fanatic Scoop Makhathini to bring courtside to South Africans. Over the next few months, Catching Waves – Scoop’s lifestyle show – will feature a star-studded line-up of celebrities going head-to-head in a Hennessy x NBA series of basketball challenges as well as discussing some of the motivators that help them to forge forward and live the Never Stop. Never Settle ethos in everything they do. Alongside this, there will also be interactive Hennessy x NBA pop-up activations at select locations within Johannesburg, where fans will have an opportunity to watch Scoop and guests such as Kim Jayde, Young Stilo, 25K the rapper and Bontle Modiselle, battle it out on court. Fans will also be able to show off their skills and shoot their shot for the chance to win exclusive Hennessy x NBA merchandise.  

A trailblazer in the urban culture space, Scoop has a strong affiliation with both brands, and a deep passion for the game.

“I am honoured and excited to be chosen as the SA ambassador for the Hennessy x NBA campaign. I have always loved basketball – it’s a sport that has provided me with many great life lessons over the years, both on and off the court. Through this partnership, we have a real opportunity to showcase the talent we have in this country and to celebrate South Africa’s vibrant basketball culture.”

From adopting the fashion and style to mentions by hip hop artists and the burgeoning movement of local basketball players, South Africans have welcomed the sport with a lot of enthusiasm, Makhathini concludes.

Khomotso Ledwaba, Brand Manager for Hennessy SA, adds: “We are looking forward to partnering with Scoop – a fellow South African who embodies our 250 year ethos of Never Stop. Never Settle. As a game-changer in the urban culture space for the last 14 years, as well as an avid basketball fan, he was a natural choice for us.”

Julie Nollet, Hennessy global CMO concludes by saying that the NBA is more than basketball, and Hennessy is more than cognac. “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. We share the NBA’s core values of integrity, teamwork, respect and innovation,  which are more powerful than ever as we work to inspire and unite people across the globe. Both brands share a drive to push beyond the expected, a respect for heritage and dedication to craft and that’s why we are perfect partners.” 

To celebrate this iconic partnership, fans around the country will be able to purchase the new exclusive Hennessy VS Limited Edition gift box to enjoy during the 2021 NBA playoffs.

To learn more about the 2020-21 NBA season with Hennessy, visit Hennessy.com or @HennessySA on  Facebook.

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