Hennessy starts global partnership with the US professional basketball league, the NBA

LVMH’s premium cognac maker Hennessy has become the first global spirits partner of the National Basketball Association (NBA). The two groups initially cooperated in the US in February 2020 and are now expanding the partnership globally. The scheme includes the launch of the ‘Hennessy x NBA: Lines’ campaign in Africa, South America, Asia-Pacific and Europe.