Hennessy and the NBA celebrate hiphop and basketball on SS Rotterdam

Hennessy, the world’s best-selling cognac, and the NBA present their partnership all over the globe with unique events. This weekend SS Rotterdam is host to the pop-up expo BOND and Court Beyond Limits.

The exhibition is themed ‘teamwork’ and pictures well-known Dutch hiphop acts. They express what teamwork means to them. The exhibition will be on display aboard the SS Rotterdam from today through Sunday, Oct. 16.

Court Beyond Limits is another part of the collaboration between Hennessy and the NBA. Temporary basketball courts are being laid out at iconic locations. There have been floating fields on the Thames in London and in Sydney. The half-covered basketball court on the SS Rotterdam is the latest addition to this global concept.

The free event runs until Sunday, October 16.

Hennessy is the Official Spirit of the NBA

”We are honored by the distinction as the first Official Spirit of the NBA in the NBA’s history,” said Julie Nollet, Hennessy global CMO. “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.”

“This partnership expansion marks an exciting milestone for the league as Hennessy becomes the NBA’s first-ever global spirits partner,” said Dan Rossomondo, NBA Senior Vice President, Media and Business Development. “We look forward to continuing to celebrate the game of basketball alongside this iconic brand and our fans around the world.”

For more than 250 years, Hennessy has celebrated those who embody the “Never Stop. Never Settle” ethos that is personified by the players’ unwavering commitment to drive culture forward. Throughout the year, Hennessy will celebrate the tradition and mindset of basketball fans around the world. Through a range of consumer events, activations and localized content.

Photography: Rachel Ecclestone