/ 10 March 2024

Hennessy creates an immersive weekend experience to commemorate BAL marketing partnership

Kay Sibiya Sbu Shongwe Carpomore
Actors Kay Sibiya, Sbu Shongwe and Carpo More at the launch of the Basketball Africa League season.

The brand that never stops changing the game partners with BAL to strengthen its authority and authenticity in urban culture

Hennessy, the world-renowned cognac brand and the number one selling cognac brand in South Africa and the world, is proud to announce its marketing partnership with the Basketball Africa League (BAL) for the 2024 season.

Boity Thulo
Television personality Boity Thulo.

This year is BAL’s fourth season and features an expanded lineup with a record 48 games being played in South Africa, Egypt, Senegal and Rwanda, which marks the first time BAL games will be played in South Africa and the first time the league will play games in four different countries. The BAL season features the top 12 club teams from 12 African countries and tipped off on Saturday 9 March at the SunBet Arena in Pretoria, South Africa.

Hennessy is more than a cognac. The brand represents communities and culture, and Hennessy’s partnership with the BAL enables the brand to support a culture that brings people together through entertainment and camaraderie. Hennessy curated an exclusive, immersive VIP Experience at the BAL, which took place between 8 March and 10 March, 2024. The event was attended by well-known celebrities, influencers and friends of the brand, who enjoyed the games and the one-of-a-kind experience presented by Hennessy.

Stef Kondylis, Market Manager of Southern Africa at Moët Hennessy, says: “This partnership is another showcase of Hennessy’s role in urban culture, bringing unforgettable moments to our fans worldwide. Since the spirit of the game is gaining more traction in the region of Africa, our efforts to build and sustain a community that thrives on the culture is not going unnoticed. The Hennessy VIP Experience at BAL is designed to allow guests to immerse themselves not only in the game, but the creative culture that lives beyond the court in true Hennessy style.”

Sindiso Nyoni Riot Seth Pimentel Africn Ginger
Artists Sindiso Nyoni from Riot and Seth Pimentel from African Ginger at the BAL launch.

 About Hennessy  

The leader in Cognac, the Maison Hennessy has shone around the world with its exceptional know-how for more than 250 years. Built on founder Richard Hennessy’s spirit of conquest, the brand is present in more than 160 countries. Based in the heart of the Charente region, Hennessy is also a steadfast pillar of the regional economy. The Maison’s success and longevity are rooted in the excellence of its cognacs, each of which is born of a unique process of transmission of know-how from generation to generation. The first spirits Maison to be certified ISO 14001, Hennessy unites its capacity for innovation and the support of all of its partners to protect this exceptional area. As a crown jewel of the LVMH Group, Hennessy is a major contributor to French international trade, with 99% of production sold in export, and a worldwide ambassador for the French art de vivre.