In a sponsorship deal, the NBA and Kendall-Jackson Winery have solidified their relationship, marking Kendall-Jackson as the official wine of the league and USA Basketball. The partnership extends further, with La Crema, another brand under the Jackson Family Wines umbrella, becoming the official wine of the WNBA. The sponsorship cements the NBA as the defacto "wine league" of professional sports.
Joey Graziano, the NBA’s head of event strategy and development, emphasized the natural fit between basketball and wine culture. He noted the anecdotes shared by coaches and players, highlighting the relaxing role of wine especially while 2020 playoff games were being held in the social secure bubble the league organized in Florida during Covid-19.
The negotiations, spearheaded internally by Jared Blechman, the league's VP of business development, and Bill O’Connor, EVP and chief sales officer at Jackson Family Wines, stemmed from a serendipitous encounter in the bubble. NBA players, including MVP's like LeBron James and Steph Curry, voiced their disappointment over the limited wine selection in team hotels. Even though Silverado wines were staples on Disney restaurant wine lists at the time given that the winery was founded by Walt's daughter, Diane. But as an Italian wine lover I would be miffed about a lack of Italian wines if I was living in the bubble for some time. The limited wine lists prompted players like J.J. Redick to source their own wines, catching the attention of O’Connor, a big NBA fan.
O’Connor's connection with former Warriors star Chris Mullin paved the way for discussions with NBA executives, ultimately leading to Kendall-Jackson providing wines to the Bubble, initially as a gesture of goodwill. Over the course of three-and-a-half years, informal conversations evolved into a binding agreement.
Chris Jackson, a co-proprietor for Kendall-Jackson and scion of the winery's founder, reflected on the significance of the collaboration. Drawing parallels between the heritage of Kendall-Jackson and the enduring legacy of the NBA, Jackson emphasized the shared values of tradition and excellence.
As part of the partnership, Kendall-Jackson will headline the NBA Experiences Dinner Series, offering fans an exclusive culinary experience at NBA events. Additionally, the winery will feature prominently at the NBA Con during the Las Vegas summer league, engaging fans with pop-up tasting rooms and educational sessions led by master sommeliers.
As the NBA continues to embrace its identity as the "wine league," the partnership with Kendall-Jackson appears to be a slam dunk based on the appeal of wine and basketball.
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