Why the NBA and WNBA are signing their first wine brand sponsors

From players developing their own brands to teammates sharing a bottle after games, wine culture has taken root in the NBA. The league is toasting that phenomenon with a multiyear partnership making Kendall-Jackson the official wine of the NBA and USA Basketball, and Jackson Family Wines sister brand La Crema the official wine of the WNBA. Terms of the deal were not disclosed. The NBA already has a beer sponsorship with Michelob Ultra and a spirits deal with Hennessy. The latest deal was influenced by the close relationship NBA players have developed with wine culture, said Joey Graziano, head of event strategy and development for the NBA. The deal marks the first official tie-up between a wine brand and the NBA. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here “When I think about us being the ‘wine league,’ I think about our players first and foremost, who are as dynamic off the court as they are as they are powerful on the court, and their interests span across fashion, music, art and technology,” Graziano said. “They are also [wine] aficionados, incredibly knowledgeable, with many of them now involved on the business side.” NBA players involved in the wine business include New Orleans Pelicans point guard CJ McCollum, who is behind the McCollum Heritage 91 label; Los Angeles Clippers’ guard James Harden, who has the J-Harden Wines brand; and New York Knick shooting guard Josh Hart, who partnered on a $175 Napa cabernet called Bank Shot and maintains an Instagram page featuring his favorite wines. Former NBA All-Stars Carmelo Anthony (The Seventh Estate) and Dwyane Wade (Wade Cellars) are also wine entrepreneurs, as is San Antonio Spurs coach Gregg Popovich, with a sought-after wine brand called Rock & Hammer. LeBron James is a noted oenophile, speaking often of his fondness for wine, and is rarely seen without a glass on his “Mind the Game” podcast. The origin of this fascination speaks to NBA players’ attraction to the complexity of the category, its bespoke characteristics and the sense of community it can foster, Graziano said. “It’s an incredible journey as you become educated. How do you make great wine? How do you go from farm to table?” he said. Trends toward personalization and customization are also popular with NBA players and are reflected in their passion for wine and fashion, he added. “I also think about community,” Graziano continued. “You know there’s nothing better than a great bottle of wine, until you enjoy it with a friend or a teammate. And if you think about the NBA, we’re on the road a lot. You’re traveling between cities, eating at different restaurants. This becomes a way to connect.” A younger audience Kendall-Jackson is known for its affordable wines, including the country’s best-selling chardonnay. The Kendall-Jackson-NBA relationship dates back to the early stages of the pandemic, specifically during the NBA's 2020 playoff held in the Orlando 'bubble,' a controlled environment designed to keep players safe from illness. Noting players’ fondness for wine, the family-owned winery sent cases to the facility and offered virtual wine courses to the league’s players, coaches and staff. The initial connection originated from former NBA player Chris Mullen befriending Bill O’Connor, Jackson Family Wines’ executive VP of sales. O’Connor in an interview said he didn’t think the relationship with the NBA would progress beyond that initial encounter. The winery is a Kentucky Derby sponsor but had no other sports deals at the time. “There was no money in the budget for this and we were not seeking another partner,” O’Connor said. But a meeting with the league last year helped to change minds. “What we stand for, what we strive for, the way we look at partners—everything was identical and symmetrical,” O’Connor said. “So I came back here and told our ownership I'd never seen anything like this before, so we just kind of found the money to do it.” The partnership between NBA and Kendall-Jackson will come to life across the league’s marquee events, and through experiences like wine tastings and dinners, and programs meant to help players coaches and fans learn about wine. The NBA’s fanbase—young and diverse—is an attractive market for the winery, said Kristen Reitzell, senior VP of communications for Jackson Family Wines. Also read: Josh Cellars’ meme drives Gen Z wine sales “If you looked around the wine industry in the last few years, we definitely need to start reaching a broader audience, a more diverse audience, and a younger audience, and bring forward the next generation of wine drinker,” Reitzell said. “And the NBA being a very culturally relevant brand, has fans of all ages, but really has a strong consumer base of those late 20s and 30s and early 40s—that’s a sweet spot for the wine industry, particularly especially at our price point.” La Crema is a women-owned and women-run winery located in the Russian River Valley. Its reputation for fostering inclusivity and recognizing the achievements of women made it the perfect match for the WNBA, Reitzell said. “I hope we’ll see Caitlin Clark with a bottle of La Crema sauvignon blanc very soon,” said O’Connor, referring to the Iowa college basketball star. Kendall-Jackson will serve as the presenting partner of the NBA Experiences Dinner Series, a ticketed fan opportunity offered at marquee NBA events. The brand will also become an associate partner for the second-annual NBA Con, to be held this summer alongside the NBA 2K Summer League. Both experiences will provide attendees an opportunity to explore wine through pop-up tasting rooms. The brand will also collaborate with the league to host additional tastings and experiential showcases at NBA All-Star weekend and will have the opportunity to produce commemorative wine bottles and gifts. Additionally, Kendall-Jackson will be the exclusive wine of USA Basketball’s 50th Anniversary event. The winery’s first vines were planted in 1974, the year USA Basketball was founded, the brand said. Jackson Family Wines’ portfolio includes wineries La Crema, Penner-Ash, Freemark Abbey, Stonestreet and Vérité. The NBA deal comes two years after the NFL signed E. & J. Gallo Winery to a sponsorship deal.

Why the NBA and WNBA are signing their first wine brand sponsors

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