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Manila, Philippines, October 15, 2022 – Basketball is a sport deeply ingrained within Philippine culture, played and appreciated by Filipinos from all walks of life. The sport transcends generations, social classes and backgrounds, with Pinoys finding ingenious ways to watch and play games, whether on their screens or in the streets.
The Pinoys’ love for basketball is evident in the NBA’s popularity in the Philippines – more than 26.2 million Filipinos are fans of the league (Source: YouGov). Basketball is not just a sport for Filipinos but a way of life ingrained in the local culture, which is what the Hennessy and NBA collaboration is about. Both Hennessy and the NBA represent different communities but leverage the power of sport to bring people together and promote camaraderie among its fans.
This year, Hennessy’s latest campaign “Game Never Stops” celebrates basketball’s cultural influence on and off the court. Part of this campaign is the series of iconic court settings around the world that launched in May 2021 with a takeover of Bondi’s Icebergs Ocean Pool. As part of the next iteration of the iconic court series, Hennessy unveiled the Game Never Stops pop-up court in the Philippines at 5th Avenue in Fort Bonifacio Global City (BGC) from Oct. 15-16.
The two-day event was a re-imagination of Filipinos’ love for basketball that showcased how the game transcended beyond the four corners of the court, bringing together hoops, art, lifestyle, music, and Hennessy to deliver a one-of-a-kind fan experience. The pop-up court provided an amazing atmosphere that featured basketball activities including the 2-Ball Challenge, Skills Challenge, 3-point Shootout and Slam Dunk Showcase, which was attended by athletes, celebrities, Hennessy’s trade partners and Filipino fans.
Guests ranged from notable basketball players to game changers in fashion and art, who were served with bespoke Hennessy x NBA cocktails such as the “Alley Oop”, “Jumpshot” and “Playmaker”, and the classic Hennessy & Ginger while watching the on-court festivities. The event culminated with a street party that featured Manila’s top DJs and musical performances from local and international artists.
“Hennessy’s collaboration with the NBA marked an exciting milestone for the league,” said Managing Director, South East Asia Emerging Markets, Sebastien Vilmot. “We are very delighted to bring this experience to the Philippines and look forward to providing fans a way to celebrate their favorite sport. As a brand, we’re committed to take our enthusiasm for the game beyond the court and create a sense of community among local basketball lovers.”
"Our partnership with Hennessy has been instrumental in reaching and engaging a broader audience across the Asia-Pacific region,” said NBA Asia Head of Global Marketing Partnerships, Events & Basketball Operations Francesco Suarez. “With the Game Never Stops court hosted in one of the liveliest cities in the Philippines, it was exciting to deliver a unique basketball destination that celebrates the game’s influence across art, fashion, lifestyle and music ahead of another highly-anticipated NBA season.”
About the NBA
The National Basketball Association (NBA) is a global sports and media organization with the mission to inspire and connect people everywhere through the power of basketball. Built around five professional sports leagues: the NBA, WNBA, NBA G League, NBA 2K League and Basketball Africa League, the NBA has established a major international presence with games and programming available in 214 countries and territories in more than 50 languages, and merchandise for sale in more than 200 countries and territories on all seven continents. NBA rosters at the start of the 2021-22 season featured a record 121 international players from 40 countries. NBA Digital’s assets include NBA TV, NBA.com, the NBA App and NBA League Pass. The NBA has created one of the largest social media communities in the world, with 2.1 billion likes and followers globally across all league, team, and player platforms. Through NBA Cares, the league addresses important social issues by working with internationally recognized youth-serving organizations that support education, youth and family development, and health-related causes.
The leader in Cognac, the Maison Hennessy has shined around the world with its exceptional blends 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 standard-bearer for a sector rich in expertise. The House's success and longevity are rooted in the excellence of its cognacs, each of which is born of a unique process of transmission from generation to generation. The first wine and spirits house 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 the 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.
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