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Manila Bulletin devider Sports devider Basketball devider Hennessy x NBA to strengthen ties with basketball culture in PH

Hennessy x NBA to strengthen ties with basketball culture in PH

Published Oct 16, 2022 02:32 pm

By NIKOLE JAVIER

Hennessy x NBA kicked off its two-day “Game Never Stops" event for the second iteration out of a multi-year partnership in the Philippines along 5th Avenue in BGC, Taguig, on Oct. 15-16. 

A pop-up court featured different basketball activities that saw athletes and Filipino fans take part to “really elevate the Filipino basketball culture here in the Philippines.”

“It’s all about celebrating the lifestyle that goes on and off the court. That’s why “Game Never Stops” when you say that we’re celebrating what happens beyond the basketball court which is all about lifestyle, art, fashion, music ,” said Gio Robles, Moët Hennessy’s Marketing Manager. 

Laced with Filipino culture imprints, the campaign is just the start of more exciting programs lined up now that the sporting scene has been back in full swing. 

“It’s absolutely incredible, it’s really really special for Hennessy to bring out NBA partnership to life in the Philippines and really be part of the Philippine culture. I think what’s really beautiful and really incredible about this event is the way that the Filipino culture has really been included in the event. We got the jeepneys, we got the different art installations,” said Lisa Mackenzie, business development manager in Asia, Oceania and Japan for Hennessy.

Likewise, bringing highly-rated NBA stars to the basketball-loving country has been a brand statement for sports organizers which Hennessy is looking forward to bringing about had it not been the league’s start of the season. 

“The one good thing about this partnership is separately NBA and Hennessy, are building their own communities. But for us, when we look at it, there are a lot of commonalities. Expect bigger, better, bolder plans and programs for 2023. This is just the beginning,” added Robles. 

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