Kevin Hart’s tequila brand Gran Coramino reached a deal with the Philadelphia Eagles, as celebrity spirits grow and sports teams move away from beer.
The companies said the deals have helped them reach new consumers and build brand strength.
Jean Baptiste Descours, NBA program lead for Hennessy, also told CNBC the sponsorships are"about awareness and visibility." He added the cognac brand increases marketing efforts when there are higher levels of fan engagement.
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