The Spirit of the NBA; Cognac Hennessy Unveils Second Season Tip-Off With The NBA

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Hennessy, one of the world’s best-selling cognac brands and the first global spirit partner of the NBA, is continuing its global campaign on the basketball courts of Malaysia.

Hennessy recently announced the launch of the second season tip-off, ‘The Spirit of the NBA’ in an unprecedented launch 6,000 feet above sea level at Genting Highlands.

Both global brands celebrated and expanded the influence that the league, the beloved sport itself, and Hennessy have had in and out of the court.

Thomas Bouleuc, Managing Director of Moët Hennessy Malaysia, said the company is tremendously proud to be a part of this 75th Anniversary Celebration, with the NBA playoffs as the Official Spirit of the NBA.

As the sun dropped, the court transformed into a neon-lit celebration at Genting Highlands.

He said that Hennessy had established a reputation as more than just a cognac brand over the years.

Hennessy has always sought to represent global communities and empower people to come together through entertainment, fellowship, and unity.
Moët Hennessy Malaysia Managing Director Thomas Bouleuc on the collaboration between Hennessy and the NBA.

As the NBA’s 21-22 season shoots off in Malaysia, Hennessy said it is enormously gratified to be working with such a distinguished partner who shares these very same values and shared culture of integrity, teamwork, esteem and community.

Hennessy is marking this season’s tip-off by reaching out to loyal fans and introducing new ways of celebrating NBA game night.

The launch, the first of its kind, was held at High Line Rooftop Market in SkyAvenue, Genting Highlands recently.

The evening featured bespoke NBA cocktails designed specifically to toast the occasion, representing Hennessy’s dedication to supporting this awesome game and the culture that comes hand-in-hand.

Moët Hennessy Malaysia Managing Director Thomas Bouleuc and guests at the ‘Spirit of the NBA’ event.

Hennessy’s ‘The Spirit of NBA’ campaign brings a dedicated story of an exhilarating sport that has created a cultural movement with significant influence and has impacted all walks of life across generations, whether as a player, a supporter or a loyal fan.

Hennessy created an immersive experience, showcasing the NBA league’s influence and association with the creatives across the various industries of fashion, music, and art in Malaysia.

The ‘Spirit of the NBA’ event features an enthralling basketball court installation and engaging activities that include a photocall and hoop shoot game.

Guests posing for a photo at the ‘Spirit of the NBA’ event.

Guests also had the chance to mix their own Hennessy cocktail drink at the bar, bringing to life the partnership of Hennessy and the NBA at the stellar venue.

Uniting on and off the court, Hennessy brings together a solid collaborative effort with prominent local streetwear brands, Atmos KL and Against Lab.

Uplifting the spirit of the NBA, lucky winners also walked away with NBA tickets, Atmos vouchers and merchandise, NBA jerseys and NBA basketballs.

A lucky draw winner receives a pair of limited edition shoes from atmos KL, presented by Moët Hennessy Malaysia Managing Director Thomas Bouleuc.

Beyond that, Hennessy will also be organising watch parties at three selected venues – Kongzhi in Sri Petaling, Park-in Subang and Light Bar in Johor Bahru for fans to come together and cheer in victory in celebration of the NBA final play-offs.

Those attending can also toast with exclusive bespoke cocktails specially developed to commemorate the 75th Anniversary tip-off.

Specially-curated cocktails are part of Hennessy’s partnership with the NBA.

For more than 250 years, Hennessy has celebrated those who embody the “Never Stop. Never Settle” ethos personified by the players’ unwavering commitment to drive culture forward.

Basketball fans can look forward to a nine-week long campaign that shoots off in Malaysia in April.

Following the event launch at Genting Highlands, there will be a slam dunk finale at participating outlets that will culminate in this season’s league.

To celebrate @HENNESSY as the global spirit of the @NBA I sat down to reflect on my philosophy of the game which truly aligns with Hennessy’s Never Stop. Never Settle approach. Read the article here: https://t.co/HnShNrG6u1 #SpiritOfTheNBA #HennessyxNBA Please drink responsibly! pic.twitter.com/q38pOvYwrL
— Vince Carter (@mrvincecarter15) June 20, 2021