The NBA and Hennessy teamed up in April to mount a unique basketball court in Taiwan as part of its effort to promote cultural significance and basketball. The result is a massive treat for the eyes and basketball fans alike.
World’s only jumbo basketball court in the world
In April, the NBA and Hennessy mounted a unique basketball court in front of the National Chang Kai Shek Memorial Hall located in Zhongzheng District in Taiwan. It features a mammoth white basketball bearing Hennesy and the logo of the NBA. The court is painted black with white lines featuring the logos of NBA and Hennessy. It looks sophisticated with a nice mix of tradition and culture brought by the historic memorial hall in the background from afar. As posted on his LinkedIn page, marketing director Leo Wan claimed they wanted to promote cultural significance with the event.
“This partnership with NBA has given life to the cultural movement that Hennessy set out to conquer and we couldn’t be more proud to be able to orchestrate one of the most iconic moments at The National CKS Memorial Hall. We are very ready to carry on pushing the boundary and bringing more cultural relevance to our consumers in the years to come!”
Hennessy partnered with the NBA in 2020 to become the league’s Official Spirit. Hennessy replaced Jack Daniels as NBA’s spirit partner. Since then, efforts have been made on NBA courts worldwide to promote cultural experience to fans through activations and innovations that highlight the “Never stop, never settle” ethos.
Hennessy also pulled off similar stunts to celebrate the NBA’s 75th anniversary. The world’s number one cognac made the world’s first-ever floating basketball court in the middle of the Sydney harbor in Australia. It’s looking like Hennessy and the NBA are not stopping from creating unique basketball courts in other parts of the world, and fans should anticipate with vigor where the new installations will be placed.
NBA threading a thin line
Good thing the basketball court in Taiwan didn’t irk China, a known significant partner of the NBA in Asia. China has become one of the most important markets for the NBA and its players. There’s a reason why superstars make their stop in China when promoting their shoes. Taiwan and China have been at odds in recent years, and the conflict almost boiled over on the basketball court.
Enes Kanter voiced his support for Taiwan, which could be why he is no longer in the league today. The NBA couldn’t risk drawing the fury of the Chinese government or losing the massive income from partnerships and merchandise sales there.
Hennessy is on the right track in bringing people together and creating new experiences for basketball fans worldwide. Cheers to making the sport even more global while promoting cultural experience simultaneously.