After an electrifying season across the continent, the Basketball Africa League (BAL) is heading back to South Africa, where history is set to be made. For the first time ever, the country will host the finals of the BAL, with the continent’s biggest basketball showcase set to unfold at Pretoria’s SunBet Arena from 6 to 14 June 2025.
As the world turns its attention to Africa’s most exciting courts, South Africa becomes the epicentre of African basketball, drawing top teams, elite talent, and fans from across the continent. Off the court, Hennessy stands where it always has: at the intersection of culture, creativity, and style. From the very first tip-off, the world’s leading cognac has celebrated the vibrant energy that surrounds the game, inspiring a generation far beyond the hardwood. In 2025, that legacy continues.
Hennessy, a brand known for being part of the basketball culture beyond the court – from the hip-hop community to the fashion, enhances the BAL experience with a collection of immersive moments that capture the boldness of the game and the timeless spirit of the Maison. The journey begins with an intimate pre-game luncheon, where culture and conversation come together over curated cocktails and music in true Hennessy style.
As the action unfolds on the court, Hennessy will host guests in its VIP Lounge, an in-arena destination where the game’s energy will meet the brand’s world-renowned hospitality. To keep the momentum going off the court, Hennessy will light up the nightlife scene with a high-energy experience.
For the broader public, an arena activation zone will offer signature Hennessy cocktails and curated photo opportunities that bring fans into the heart of the experience. The season will end in an exclusive Finals Closing Party; a celebration of excellence that brings together tastemakers, talent, and Friends of the House for an unforgettable night.
“There’s something extraordinary happening in African basketball and South Africa is ready for its moment,” says Lungile Mpharu, Brand Manager for Hennessy South Africa. “As the BAL continues to break new ground, Hennessy remains rooted in the culture and creative energy that surrounds the game.”
Last year, Hennessy’s presence at the BAL delivered standout moments that blended entertainment, community, and culture. This year, expect more. More courtside. More culture.
More celebration. Because while the stage may change, the spirit never does.
