Hennessy Celebrates the Launch of ‘The Spirit of the NBA’ in Genting Highlands

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It has been a hot and humid couple of weeks in KL and I was surprised on how fast my body was sweating even right after a cold shower. Thankfully I got to spend a couple of hours in a cold chilly weather up in Genting Highland courtesy of Hennessy.


On the 11th of May, I was invited to Genting Highland for the launch of the second season tip off, ‘The Spirit of the NBA’ by Hennessy and as the first global spirit partner of NBA. Commemorating the continuous partnership in an unprecedented launch 6,000 feet above sea level at Genting Highlands, both global brands are taking this time to celebrate and expand the influence that the league, the beloved sport itself, and Hennessy have had in and out of the court.

Thomas Bouleuc, Managing Director of Moët Hennessy Malaysia

“We are tremendously proud to be a part of this 75th Anniversary Celebration, with the NBA play-offs as the Official Spirit of the NBA.” said Thomas Bouleuc, Managing Director of Moët Hennessy Malaysia. “Over the years, Hennessy has established a reputation as more than just a cognac brand. We have always sought to represent global communities and empower people to come together through entertainment, fellowship, and unity. As the NBA’s 21-22 season shoots off in Malaysia, we are enormously gratified to be working with such a distinguished partner who shares these very same values and shared culture of integrity, teamwork, esteem and community.”

Cheerleading team x Moet Hennessy Management Team Group Shot

“We’re marking this season tip off by reaching out to loyal fans and introducing new ways of celebrating NBA game night,” Thomas continued. “In light of this, we are excited that the launch, first of its kind, was held at High Line Rooftop Market, SkyAvenue, Genting Highlands that featured bespoke NBA cocktails designed specifically to toast to this occasion. This represents our dedication to support this extraordinary game and the culture that comes hand-in-hand with it.”

Magnificent neon basketball court installation above the clouds

Hennessy ‘The Spirit of NBA’ campaign brings a dedicated story of an exhilarating sport that has created a cultural movement with significant influence and has impacted all walks of life across generations, whether as a player, a supporter or a loyal fan. Hennessy takes this opportunity to create this immersive experience, showcasing the influence and association the NBA league has within the creatives across the various industries of fashion, music and art in Malaysia.


Apparels fashion show by some of our local and national baskeball players


The ‘Spirit of the NBA’ event features an enthralling basketball court installation, engaging activities that includes a photocall, hoop shoot game and a chance to mix your very own Hennessy cocktail drink at the bar, bringing to life the partnership of Hennessy and the NBA at the stellar venue. Uniting on and off the court, Hennessy brings together a strong collaborative effort with prominent local streetwear brands, Atmos KL and Against Lab. Uplifting the spirit of the NBA, lucky winners also walked away with NBA tickets, Atmos vouchers and merchandise, NBA jerseys and NBA basketballs.


I had to put my hand on the basketball shooting game too!


Plenty of variety of Hennessy cocktails being served at the event


Beyond that, Hennessy will also be organising watch parties at three selected venues - Kongzhi in Sri Petaling, Park-in Subang and Light Bar in Johor Bahru for fans to come together and cheer in victory in celebration of the NBA final play-offs. Those attending can also toast with exclusive bespoke cocktails specially developed to commemorate the 75th Anniversary tip-off.

Hennessy tips off the 75th Anniversary season of NBA as the Official Global Partner

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. Basketball fans can look forward to a nine-week long campaign that shoots off in Malaysia in April, centering the event launch at High Line Rooftop Market, SkyAvenue, Genting Highlands and ending with a slam dunk finale at participating outlets that will culminate in this season’s league.


Here, I would like to give a big congratulations to Hennessy and NBA for this wonderful partnership where we can enjoy the game and sipping on one of the world's best selling cognac.

If you are interested to check out the watch party, you can drop by at the participating outlets below:- 

Klang Valley Outlets – Kongzhi, Sri Petaling | Park-in, Subang 

Johor Bahru Outlet – Light Bar, Johor Bahru

To learn more about the 2021-22 NBA season with Hennessy, visit Hennessy.com or @HennessyMY on Facebook.

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