Ben Bold
Jun 12, 2022

Hennessy and NBA sail through London on floating basketball court

Rapper AJ Tracey will make an appearance at the opening ceremony.

Hennessy and NBA sail through London on floating basketball court

Cognac brand Hennessy has teamed up with the National Basketball Association to launch the UK's first floating basketball court, which is cruising through London on the Thames.

Part of Hennessy and NBA's "Courts beyond limits" series, for which it has unveiled "first-of-their kind" basketball courts at locations across the globe, the London floating court is making its way from Woolwich to Westminster over the course of three days.

Upon docking at Butler's Wharf last night (9 June), an opening ceremony took place featuring a performance from rapper AJ Tracey, a nod to the close ties between basketball and hip-hop.

Tracey described the event as "incredible [at] getting NBA fans, like myself, to come together and celebrate the NBA's 75th anniversary season this year", adding: "Moments like this really put London's love of the game on the map, and with the ongoing support from Hennessy, I'm excited to see the impact it has on basketball in the UK and the communities it's giving back to."

Today (10 June), the court will host a tournament dubbed "London's Got Game", which will feature "some of the capital's biggest names and vital communities in street culture", hosted by British basketball player Ovie Soku.

On Saturday, the court will open to the public and Hennessy is inviting basketball fans aged 18 and over to play on the court. The free-to-attend event will let them participate in free-throw challenges, learn trick shots from pros and enjoy Hennessy cocktails, street food and music from DJs.

Hennessy's ties with basketball and the NBA have featured it supporting court makeovers in Montreal, Johannesburg, Barbados and Hong Kong, among other cities, and the brand will be renovating one community court in the UK, working with a British artist to come up with a new look.


Campaign UK

Related Articles

Just Published

1 hour ago

April APAC advertiser of the month: Brand's Thailand

The Thai health supplements brand soared in the ad awareness index with Songkran-themed products and a road safety campaign.

2 hours ago

Move and win roundup: Week of May 20, 2024

DDB Mudra Group, UM, Zitcha, Teneo, and more, in our weekly collection of people moves and account news.

1 day ago

‘Creators are the new Hollywood,’ declares YouTube ...

Neal Mohan discussed how creators are driving growth in YouTube viewing on connected TV as part of the platform’s creator-heavy pitch during upfronts week.