Hennessy has long been the drink of choice for the edgier side of Hip-Hop. For at least two decades, the relationship with brown liquor and the genre has connected with artists like Tupac Shakur to Mobb Deep, to even Nas becoming a spokesperson for the hundreds-year-old cognac out of France. Yet, with all the love the brand has gotten from the music, it has also ventured out into the world of sports. Most notably, becoming the official spirit of the National Basketball Association back in 2020.
What seemed like an unlikely pairing has become an expanding venture as the NBA and Hennessy’s relationship, and role to one another is welcomed and flourishing. It has undoubtedly shined a light on some of the other partnerships in the sports space that they have occupied even before the NBA deal. After taking over Las Vegas for the big fight weekend of Canelo Alverez vs. GGG this past September, Hennessy has shown dedication to the sports lane, all while supporting their spokesman in Canelo, who is a champion worthy of a brand like Hennessy with their family-focused nature.
Jerritt Clark/Getty Images for Hennessy USA
The spirit’s family theme was present in full as the Senior Vice President of Hennessy, Jasmin Allen took center room at the pre-fight dinner and gave an impassioned speech on the unity of loved ones, Canelo’s company ties, and Hennessy’s dedication to excellence through la familia.
“We’ve been a partner of Canelo’s since 2017, and over time, you grow together. In any relationship, you get to know each other. Our relationship with him has always been a positive one, but it couldn’t be stronger than it is right now,” Allen states. “I think there is mutual understanding, mutual respect, and we have shared values. We believe in persistence, resilience…even in the low times.”
Overcoming obstacles is the lane of life, and Allen spoke to Canelo pushing through and Hennessy being there for him. “[He] lost his previous fight before this one with GGG; we were so proud of the message after he lost. ‘I wanted to push myself. I wanted to go as far as I possibly could. Despite the outcome being what we thought it would be, I’m going to pick myself up and get back in the ring. I’m going to keep fighting, cus that’s who I am, and that’s what I believe in.’”
Jerritt Clark/Getty Images for Hennessy USA
Throughout the weekend, Hennessy took over the Vegas strip to promote its champion, Canelo, debuting their first-ever 3D billboard on the Las Vegas strip, featuring Canelo shadow boxing in the ring before “punching through” the glass screen of the billboard. Prior to the fight, Hennessy hosted its Locker Room Live stream on social media and the metaverse. Fans were able to tune in and watch the champ get ready to face his rival.
After a full night of hosting entertainment stars, company big wigs, and rocking out to 2 Chainz’s birthday bash performance at Drai’s Nightclub, Allen sat with VIBE to discuss Hennessy’s mission going forward and dedication to community through action with their Unfinished Business program and partners like Nas and Canelo.
When you extend into sports in the way that you have, what do you feel about the sports market that works with Hennessy? Especially with the NBA partnership.
First and foremost, I think that sports are a passion point like music is a passion point. When you lean into consumers’ passion points, that’s how you can make a real connection. Where a consumer is passionate, that’s where they are the most open, the most receptive. That’s a fantastic way
