News|August 18, 2021
Hennessy tips off global NBA partnership with its Hidden Court in Canada


MONTRÉAL, Quebec (August 10, 2021) - Hennessy, the world’s best-selling cognac, celebrates their global partnership with the National Basketball Association (NBA) via an inaugural event that marks their first collaboration in Canada.

As the Official Spirit of the NBA, Hennessy shares the league’s core values of integrity, teamwork, and innovation to inspire and unite communities. 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.

Bringing the spirit of the NBA to the Montreal community, the unique installation titled Hidden Court will fuse the colour and energy of visual arts to one of the city’s emblematic basketball courts, further reinforcing Hennessy’s artistic heritage.


“As a fervent arts supporter, Hennessy is proud to bring the community together for this meaningful project,” said Alexis de Calonne, managing director of Moët Hennessy Canada. “As we emerge from difficult times, we often look to our artists for inspiration and reflection, and Hidden Court will not fall short of thrilling visitors”.

Hidden Court will be transformed through the vision and artistry of renowned local illustrator and artist Francorama. Located in the heart of Montreal’s Little Italy at Parc Soeur-Madeleine-Gagnon, Hidden Court is presented in association with Mural Festival.

“The NBA is pleased to support this special initiative in Montreal with global spirits partner Hennessy,” said Leah MacNab, managing director of NBA Canada. “Hidden Court celebrates the spirit of basketball with an artistic expression designed to bring joy to the community and to fuel passion for the game.”


Hennessy will further demonstrate the value of artistic contributions in everyday life by making a $10,000 donation to L'Artothèque. Personally selected by Francorama, the association is dedicated to the visual arts, and offers a library of works that can be rented. An active member of the community, L’Artothèque also offers diverse exhibitions, creative workshops and training sessions for artists and cultural workers.

“I wanted to challenge the size, scope and utilitarian quality of this space, said Francorama. “My work on this canvas is a reflection of a place where people realize their dreams and where champions are born every day. This court’s dual function also rewards the imagination and intuition of the spectator.”

Hidden Court opens to the public on August 10, 2021 and will be maintained by Hennessy Canada over the course of two years.


About Hennessy

The leader in Cognac, the Maison Hennessy has shined around the world with its exceptional blends for more than 250 years. Built on founder Richard Hennessy’s spirit of conquest, the brand is present in more than 160 countries. Based in the heart of the Charente region, Hennessy is also a steadfast pillar of the regional economy, the standard-bearer for a sector rich in expertise. The House’s success and longevity are rooted in excellence of its cognacs, each of which is born of a unique process of transmission from generation to generation. The first wine and spirts house to be certified ISO 14001, Hennessy unites its capacity for innovation and the support of all of its partners to protect this exceptional area. As a crown jewel of the LVMH Group, Hennessy is a major contributor to French international trade, with 99 per cent of production sold in export and a worldwide ambassador for the French art de vivre.

About the NBA

The NBA is a global sports and media business built around four professional sports leagues: the National Basketball Association, the Women’s National Basketball Association, the NBA G League and the NBA 2K League. The NBA has established a major international presence with games and programming available in 215 countries and territories in more than 50 languages, and merchandise for sale in more than 100,000 stores in 100 countries on six continents. NBA rosters at the start of the 2020-21 season featured 107 international players from 41 countries. NBA Digital’s assets include NBA TV, NBA.com, the NBA App and NBA League Pass. The NBA has created one of the largest social media communities in the world, with 1.9 billion likes and followers globally across all leagues, team, and player platforms. Through NBA Cares, the league addresses important social issues by working with internationally recognized youth-serving organizations that support education, youth and family development, and health-related causes.

For further information, please contact:

Nadia Ali
Account Manager
Edery & Lord Communications
nadia.ali@ederyandlord.com | 647.621.6766

Photos credits : Darrell Wonge / Duo-Tang Studio

The quest for excellence flows through the entire Maison Hennessy. It drives consistently everything that we do. A lignage of talented Master Blenders within a single family allows us to make exceptional cognacs. An organization for excellence that is unique to Hennessy, and sets us apart from all other cognacs.
Subscribe