Hennessy, the world’s best-selling Cognac, and the National Basketball Association announced a multiyear partnership that makes Hennessy the Official Spirit of the NBA, Women’s National Basketball Association (WNBA) and USA Basketball.

For more than 250 years, Hennessy has celebrated those who push the limits of potential through it’s “Never stop. Never settle.” ethos and will continue this tradition by celebrating the spirit of the NBA.

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Hennessy will first be seen at NBA All-Star Weekend in Chicago on Friday, Feb. 14 and it will serve as an associate partner of the NBA Celebrity Game.

It will also serve as presenting partner of the pre-game red carpet.

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