Kendall-Jackson has entered into a groundbreaking agreement with the National Basketball Association (NBA) to become the esteemed league’s first official wine partner.

This partnership is deeply rooted in the love for basketball by the brand’s founder, Jess Jackson, and his friendship with NBA icon Nate Thurmond, a legacy that has been cherished and continued by subsequent generations of his family.

Initiated during the pandemic, the collaboration saw Kendall-Jackson engaging the NBA community with their esteemed wines, including their flagship Chardonnay and selections from Napa Valley, Willamette Valley, and internationally from Bordeaux, Tuscany, and Australia. This initiative even featured a wine educator humorously referred to as Michael Jordan.

Elevating this relationship to an official status, the NBA now proudly refers to itself as a ‘wine league’, a claim substantiated by the wine aficionado status of numerous leading players such as LeBron James, James Harden, and Dwyane Wade. Furthermore, db has covered stories like Marcus Jordan’s, son of the legendary Michael Jordan, penchant for cult Napa wines from Opus One, Tony Parker’s venture into crowdfunding for a Rhône winery last year, and CJ McCollum’s collaboration with Oregon’s Adelsheim Vineyard for McCollum Heritage 91 Pinot Noir.

Partnership Objectives

The core aim of this alliance is to elevate the presence of fine wine at NBA events, not only introducing fans to premium wines but also educating them on the narratives behind each bottle, highlighting craftsmanship, sustainable practices, and, paramountly, the taste.

In addition to being the presenting partner for NBA Experiences, ticketed fan engagements at key NBA events, Kendall-Jackson will also play an integral role as an associate partner at the second annual NBA Con, scheduled for this summer in conjunction with the NBA 2K Summer League.

Moreover, the collaboration will extend to hosting experiential showcases during NBA All-Star events and the creation of a commemorative wine.

Chris Jackson, co-proprietor of Kendall-Jackson, reflected on the partnership: “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, the NBA’s head of commercial development and media, commented on the alignment with Kendall-Jackson: “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 Collaboration

La Crema has been designated the official wine of the WNBA, merging two entities renowned for their commitment to high standards and fostering inclusive and empowering environments for women.

This partnership will introduce La Crema’s wines into WNBA events and fan activities, advocating for women’s empowerment, LGBTQ+ equality, and support for diverse communities, reflecting the shared values of inclusivity and respect that both La Crema and the WNBA embody.

Team USA Endorsement

Both Kendall-Jackson and La Crema will collectively serve as the official wine partners for the Men’s and Women’s USA Basketball teams, contributing to the celebration of USA Basketball’s 50th Anniversary. The foundation of Kendall-Jackson’s first vineyard in 1974 coincides with the establishment of USA Basketball, symbolizing a harmonious historical alignment.

Cathy Engelbert, WNBA Commissioner, expressed excitement about the partnership: “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.”

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


Sam Allcock, a seasoned entrepreneur with over two decades of expertise in Food & Drink Editorial.

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