North America’s elite National Basketball Association (NBA) has announced a new multi-year partnership with Kendall-Jackson Winery, making Kendall-Jackson the official wine of the NBA and USA Basketball, and the La Crema brand the official wine of the Women’s National Basketball Association (WNBA).

The multi-year agreements mark the leagues’ first-ever official winery partnerships, with Kendall-Jackson and La Crema also being named the official wine partners of USA Basketball’s men’s and women’s national teams respectively.

Additionally, Kendall-Jackson will be the exclusive wine of USA Basketball’s range of 50th anniversary events this year.

As part of the deal, Kendall-Jackson will have a presence at league marquee events including through fan experiences, wine tastings, and 'wine education' for players, coaches, and fans.

Kendall-Jackson will serve as the presenting partner of the NBA Experiences Dinner Series, a ticketed fan opportunity offered at significant NBA events.

The brand will also become an associate partner for the second NBA Con, the league’s fan convention set to be held this summer alongside esports’ NBA 2K Summer League.

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Both experiences will include wine pop-up tasting rooms, with additional tastings and experiential showcases at NBA All-Star, as well as the production of commemorative wine bottles and gift products to NBA players.

Julie Morris, NBA senior vice president of commercial development and media, has said: “We are thrilled to welcome Kendall-Jackson to the family as the NBA’s official wine partner and look forward to future collaborations across the broad portfolio of Jackson Family Wines brands.”

The NBA's commercial partners stable also includes other alcohol-based brands such as AB InBev, and Hennessy.

The tie-up has been announced with the last day of the NBA 2023-24 regular season set for April 14. The 2024 WNBA campaign, meanwhile, will run between mid-May and mid-September.

Yesterday (April 4) saw the NBA announce a new partnership with streaming platform Roku in the US that will see it officially launch its first-ever dedicated FAST (free ad-supported streaming) channel on the platform.

Roku is the first FAST streaming partner of the league, and the NBA FAST channel will broadcast classic games from across the league’s history, ancillary content around games, highlights and recaps, and shoulder programming such as documentaries and original series.