Kendall-Jackson and NBA Partnership: A Major Win for Wine Enthusiasts

2023 NBA All Star Game

Though basketball and wine may seem like a surprising combination to some people, there are actually thousands of basketball fans who enjoy an occasional glass of wine, as well as some of the players themselves. LeBron James, Kevin Love, Dwyane Wade, and Draymond Green are just a few of the famous NBA players known for their sophisticated wine savvy.

Therefore, it may not come as a shock that today the National Basketball Association (NBA) announced their first-ever official winery partnership with Kendall-Jackson Winery (KJ). At the same time, they also named La Crema Winery as the official wine of the Women’s National Basketball Association (WNBA).

What may be more surprising is the way that the NBA and KJ met, which was during the pandemic.

“In 2020, we had to establish a ‘bubble’ at a resort in Orlando for the continuation of NBA games during the pandemic,” elucidated Julie Morris, NBA Senior Vice President of Commercial Development and Media, during a telephonic conversation. “We endeavoured to carve out a pleasant community for the players that would enable them to keep entertaining their audience.”

It was during this time that Jackson Family Wines, proprietors of Kendall-Jackson winery in Sonoma County, along with ownership of 40 other wineries globally, came to know about this circumstance.

“They donated wine for the players within the ‘bubble’ and conducted online wine tasting experiences for us. It was substantially successful,” Julie articulated.

The ‘bubble’ was in fact set up at a single-site campus at Walt Disney World Resort in Florida, kick-starting in June 2020. The season started from July 30 and culminated on October 11, 2020, with the victory of the Los Angeles Lakers over the Miami Heat in the NBA Finals.

Portfolio of Kendall-Jackson Wines as Part of the New NBA Partnership

“When I read the article on ESPN about the NBA players going into the bubble, and heard they weren’t that excited about their wine selection, I talked to Barbara Banke (Chairman of Jackson Family Wines), and suggested we send them some wine,” reported Bill O’Connor, Executive VP of Sales for Jackson Family Wines, during a phone interview.

The cases of wine, which included Kendall-Jackson, La Crema, and other Jackson Family brands, were well received, so Bill followed this up with virtual wine tasting sessions.

“We asked some of our Master Sommeliers on staff to teach the sessions, and one is actually named, Michael Jordan, MS. The players thought that was great,” continued Bill.

Bill O’Connor maintained relationships with several players and staff over the years. In October 2023, he received a call from Joey Graziano, the Senior Vice President and Head of Global Event Strategy & Development at the NBA.

Bill noted that after several meetings and discussions, they found shared values and similar brand narratives. Both of them prioritized customer engagement, community building, fun, and bringing new audiences to their respective sectors.

Julie Morris from the NBA concurred with Bill’s assessment. They shared similar brand principles, such as inclusivity, representation, and cultivating connection through basketball. Furthermore, she noted that NBA players often have a keen interest in the larger wine industry, mirroring their involvement in fashion and culture.

This led to the formation of a multi-year partnership. This collaboration not only involved Kendall-Jackson wines but also other wine brands from Jackson Family. Their partnership engendered a series of event experiences for both players and fans, which included the NBA Experiences Dinner Series, wine tastings, educational content, and immersive showcases at NBA events like the All-Stars, the Finals, and the NBA Tip-Off among others.

“This partnership is a perfect match, given that basketball is America’s most loved sport and Kendall Jackson is America’s most popular chardonnay, leading in sales,” expressed Bill.

In contrast, for the Woman’s National Basketball Association, a different Jackson Family wine brand was chosen – La Crema, a brand renowned for its exquisite pinot noir and chardonnays.

“La Crema aligns well with the values of WNBA as we are all for inclusivity and equity,” elaborated Bill O’Connor. “In fact, we were one of the first brands to openly support the LGBTQ community and we persist in endorsing diversity in recruitment and fostering community.”

It’s noteworthy to mention that Jackson Family Wines remains one of the few large American wineries led by a woman, Barbara Banke. Moreover, her daughters, Katie and Julia Jackson, have an active role in the company’s operations.

“This partnership brings together La Crema’s legacy of excellence and craftsmanship with the WNBA’s exemplification of athleticism and teamwork, providing players and fans with a new way to connect with the sport,” announced Co-Owner Hailey Jackson Hartford, as per a news release.

Mirroring the KJ and NBA partnership, the alliance of La Crema and the WNBA is planned for multiple years and will compose of a variety of special events, tastings, and experiences for both the players and the fans.

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Whilst the NBA and WNBA collaboration with Jackson Family Wines evidently offers numerous advantages for both parties in terms of introducing new experiences for the players, fans, and shoppers, it also contributes positively to the wine industry overall.

“This partnership will help bring wine to fans in a fun way. Wine can often be perceived as too snobby, but this helps people see wine as part of a community experience, to be savored and enjoyed in moderation,” said Bill O’Connor.

Indeed the wine industry has recognized that it needs to be more inclusive and bring in more diverse consumers. Chris Jackson, Co-Proprietor of Jackson Family Wines and son of Barbara Banke and Jess Jackson, has identified this as a critical need.

He believes that the partnership will act as a rising tide to assist all wineries, by bringing wine to new consumers where they are, rather than expecting them to visit a winery.

However, it seems that some of the NBA players still decide to visit Napa Valley on their days off. “We just had one of the star players in the league visit us at one of our Napa Valley winery this past month,” commented Bill O’Connor, “and we are thinking of installing a basketball court at Kendall-Jackson so visitors can enjoy that as a new experience.”

Perhaps this will inspire fans to make a trip to Wine Country after all.

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About the Author: Chris Lehoux

Meet Chris Lehoux, an experienced wine connoisseur and dedicated blogger with a deep passion for all things wine-related. With years of expertise in the industry, Chris shares insightful wine reviews, valuable wine tasting tips, expert pairing advice, and captivating tales of vineyard visits. Join Chris on a journey through the world of wine, where every sip is an adventure waiting to be savored!