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Kendall-Jackson becomes NBA’s first official wine partner

04 April 2024 By James Evison

Kendall-Jackson has struck a deal with the National Basketball Association (NBA) to become the league’s first official wine partner.

This collaboration is rooted in the producer’s founder Jess Jackson’s love of basketball and friendship with NBA legend Nate Thurmond, which has been passed down through the family generations.

The relationship began during the pandemic with the producer sending wines and delivering virtual tastings to the NBA community, including its flagship Chardonnay but also its Napa Valley, Willamette Valley, and international offerings from Bordeaux, Tuscany, and Australia, including one wine educator amusingly called Michael Jordan.

Formalising the relationship, the NBA claimed it was a ‘wine league’, which is backed up by the evidence of many major stars passion for the drink, including LeBron James, James Harden, and Dwyane Wade. In addition, db has reported that Marcus Jordan, the son of basketball legend Michael Jordan, and his love of bottles from cult Napa producer Opus One, San Antonio Spurs veteran Tony Parker‘s crowdfunding for the Rhône winery he bought last year, and CJ McCollum launching his McCollum Heritage 91 Pinot Noir in partnership with Oregon’s Adelsheim Vineyard.

Partnership

The partnership aims is bringing fine wine to the forefront of NBA events, introducing fans to high-quality wines but also to “educate them about the stories behind each bottle, emphasising craftsmanship, sustainable practices, and most importantly, taste”, it said.

Kendall-Jackson will also serve as the presenting partner of the NBA Experiences which are ticketed fan opportunity offered during marquee NBA events. It will also become an associate partner for the second-annual NBA Con, to be held this summer alongside NBA 2K Summer League.

It will also collaborate with the league to host additional experiential showcases during NBA All-Star and will aim to produce a commemorative wine.

Chris Jackson, co-proprietor of Kendall-Jackson, said of the deal: “At the heart of both wine and basketball, is community. People love the game, but they also love that it brings them together, and for us at Kendall-Jackson wine is all about human connection. There is a natural kinship between us. In recognizing the growing affinity for fine wine within the NBA community, we’re excited to offer fans a unique blend of culture, taste, and entertainment.”

Julie Morris, head of commercial development and media at the NBA, added that Kendall-Jackson was “a great representation of a partner” that “authentically connects with the culture of our league and the interests of our players and fans”.

She said: “Particularly over the last decade or so, we’ve seen a shared passion for wine develop around the league, and Kendall-Jackson’s expertise will help us continue to build on that to reach our fans in new and unique ways.”

WNBA

La Crema has also been named as the official wine of the WNBA, bringing together two entities that “consistently demonstrate not only a dedication to achieving high standards in their respective fields but also a commitment to fostering inclusive environments and empowering women”, the producer said.

The collaboration will see La Crema’s wines placed into WNBA events and fan engagements, and will “further advocate for women’s empowerment, LGBTQ+ equality, and the support of diverse communities, embodying the values of inclusivity and respect that both La Crema and the WNBA stand for”.

Team USA

Kendall-Jackson and La Crema will also jointly serve as the official wine partners of Team USA Basketball’s Men’s and Women’s teams.

Both brands will support USA Basketball’s 50th Anniversary celebration this year. Kendall-Jackson’s inaugural vine planting in 1974 coincides with the founding year of USA Basketball, marking a “serendipitous alignment of history”, it said.

Cathy Engelbert, WNBA Commissioner said: “We are thrilled to partner with La Crema as we bring another dynamic brand into the WNBA Family. Together, we support and celebrate the shared values of inclusivity, equity and advocacy, to creating memorable experiences for fans around the world.

“As a league, we pride ourselves on working with partners that stand for the same principles that we do, and we look forward to continuing to create positive change for women’s sports.”

Hailey Jackson Hartford Murray, co-proprietor of La Crema, said of the deal: “La Crema’s partnership with the WNBA unites our heritage of quality and craftsmanship with the WNBA’s embodiment of athleticism and teamwork.

“Led by a family of strong women who pushed boundaries, La Crema is proud to align with a league that not only elevates female athletes but also captivates an audience looking for values-driven community experiences. This partnership is an opportunity to expand our shared dedication to inclusivity, advocacy and empowering and celebrating women’s achievements across all fields.”

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