New York, NY – The synergy of the Hip Hop lifestyle and the NBA were once again realized on February 10 when the premier basketball league and Hennessy announced a multi-year partnership making it the Official Spirit of the NBA, WNBA and USA Basketball.
“We are pleased to be partnering with the NBA, a forward-thinking league that embodies our ‘Never stop. Never settle.’ mantra,” Hennessy’s Senior Vice President Giles Woodyer said in a press release. “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.”
Naturally, the NBA’s side felt the same way.