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. 

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. Tipping off on Saturday, 9 March at the SunBet Arena in Pretoria, South Africa, the BAL season will feature the top 12 club teams from 12 African countries.

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 has curated an exclusive, immersive VIP Experience at the BAL, which will take place between Friday, 8March and Sunday, 10 March, 2024. The event will be attended by well-known celebrities, influencers and friends of the brand, who will enjoy the games and the one-of-a-kind experience presented by Hennessy.

Stef Kondylis, Market Manager of Southern Africa at Moët Hennessy, stated, “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.”