Step Up Your Game With Hennessy x NBA Pop-Up: For Basketball & Cognac Enthusiasts

As a testament to the NBA and urban culture, Hennessy, one of the world’s best-selling Cognac and first-ever global Spirit partner of the NBA, announced it will tip off the “Game Never Stops” pop-up court at Slate @ The Row, Kuala Lumpur from now until June 5 (Monday).

Inspired by Hennessy’s journey of progress, this year, Hennessy continues its “Game Never Stops” campaign in Malaysia to celebrate basketball’s cultural influence on and off the court.

Part of this campaign creates a series of iconic basketball court settings around the world, with this iteration taking place in Kuala Lumpur. Hennessy celebrates cultures that drive change and re-draw boundaries, and it is this like-minded attitude that has created the perfect synergy between Hennessy and NBA.

“At Hennessy, we are dedicated to pushing our potential to the fullest, just like our partners at the NBA. Over the years, Hennessy has supported various visionaries, tastemakers and creative leaders globally, bridging the brand’s heritage as we strive for progress with culture,” said Patrick Madendjian, Managing Director of Moët Hennessy Diageo Malaysia and Singapore.

“We recognize that young Malaysian artists and athletes excel and inspire their generation, reflecting Hennessy’s spirit of excellence. With Hennessy and the NBA’s long and illustrious history and shared values of pushing the limits, we are excited to bring this experience to the Malaysian fans.”

“Last year, we only did one night but this year, we’re pushing our limits and giving all Malaysians a chance to experience the Hennessy x NBA culture for two weeks. It’s more than just a pop-up court, we envision this space as a cultural pinnacle for Malaysian basketball, cognac, and art enthusiasts to share their experiences,” said Nausicaa Charrier, Marketing Director, Moët Hennessy Brands – Singapore and Malaysia.

“We have local artists and influencers lined up to perform and shoot some hoops within the next two weeks and we hope you do not miss this opportunity to join in the fun.”

The interactive pop-up court is a curation of a one-of-a-kind fan experience through NBA and Hennessy’s collaboration and is open to the public from now until 5th June 2023, from 11am to 9pm at Slate @ The Row, Kuala Lumpur.

The pop-up court will provide an array of basketball culture for fans to experience – from basketball challenges to specially curated NBA cocktails, fans can also catch performances by our local artists and DJs.

Lineup schedule below:

• Sam Wong – ALL STAR 3v3 basketball battle (May 27 – Saturday, 3.30pm – 8.30pm)
• Perry Kuan – DJ Performance (June 1 – Thursday, 8 – 9.30pm)
• Dato Maw – WalkAway Listening Party (June Saturday, 9pm – 11pm)
• Shawnduabui – AGAINST LAB exclusive pop up (June 4 – Sunday, 11am to 9pm)

Fans can register a spot at here or walk in from 11am to 9pm.

Hennessy is eager to spread the ‘Game Never Stops’ message through this campaign, aiming to take its partnership with the NBA to a new and unexplored level. As the league tips off the NBA Playoffs, Hennessy invites you to join in the global conversation by continuing to place your stamp on and off the court.

Together, Hennessy will continue to celebrate and support the trailblazers of culture.

To find out more, visit Hennessy Malaysia’s Facebook Page.

#HennessyxNBA #SpiritoftheNBA #GameNeverStops

Also read: People are Defending This Asian Make Up Artist’s Use of Blackface to Look Like Kobe Bryant & Here’s Why