Jackson Family Wines, headquartered in Santa Rosa, has partnered with the National Basketball Association (NBA) and Women’s National Basketball Association (WNBA) to further the growing appreciation for wine in basketball. Kendall-Jackson will be the official wine of the NBA while its sister wine, La Crema, will be the official wine of the WNBA.
It all began back in 2020 when the NBA had to switch gears due to the pandemic and finish up the season in Bay Lake, Florida where teams played in a closed-door, bio-secure “bubble” at Walt Disney World. The 2020 NBA Bubble made headlines for its innovative solution to the looming presence of COVID-19. A story that didn’t grab as much attention was the dissatisfaction NBA players felt about the wine selection in their temporary home.
Kendall-Jackson winery caught wind of this and decided to send over 50 cases of assorted wines to Orlando. Each case of wine included special QR codes that led to videos of master sommeliers explaining each wine and what kinds of foods they pair best with.
Flashing forward to 2024, Kendall-Jackson has cultivated a unique partnership with the NBA and WNBA to bring these players and their fans more of what they love…wine! Jackson spokesperson Chris Jackson asserts that an official partnership never crossed their minds when it came to the initial gesture.
Hailey Jackson Hartford Murray, a third-generation Jackson and a co-proprietor at La Crema, answered the burning question—why wine and basketball? She describes a growing interest in wine with iconic players like Lebron James and Sue Bird who have been open about their love of wine. In fact, more and more basketball pros are establishing wine brands of their own: James Harden (J Harden), CJ McCollum (McCollum Heritage 91), Tony Parker (Château La Mascaronne), Dwyane Wade (Wade Cellars), Yao Ming (Yao Family Wines), Channing Frye (Chosen Family Wines), to name a few.
“Wine is often associated with leisure and relaxation, less with high-energy and excitement, so this partnership with the NBA and WNBA gives us the opportunity to bridge that gap getting our wines in those spaces and finding new ways for consumers to connect with the game and with each other,” says Murray.
What can consumers expect from this team up? According to Chris Jackson, son of founders Barbara Banke and the late Jess Jackson, local consumers can look forward to carefully curated tastings and food-and-wine pairings at both Kendall-Jackson and La Crema. The affiliation doesn’t just stop at the NBA, Kendall-Jackson and La Crema are the official wine partners of USA Basketball as well.
“We will continue some Olympic-themed integrations into our tasting room experiences and host signature events in Las Vegas in celebration of Team USA Basketball’s 50th anniversary,” says Chris Jackson.
Ultimately, Kendall-Jackson and La Crema hope to turn basketball fans into wine fans and vice versa. “This collaboration acknowledges the evolving interests of the players and fans and aims to enrich NBA and WNBA experiences by integrating the culture and artistry of winemaking with the dynamic spirit of the game,” says Murray.
Creative collaborations in the world of sports
Partnerships:
- NHL and Green Day
- In 2019, the National Hockey League announced a two-year promotional and marketing partnership with five-time Grammy Award-winning band Green Day. The partnership entailed performances, appearances and other collaborations.
- Detroit Lions and ‘Animal Crossing’ video game
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- Back in 2020, with the release of Animal Crossing: New Horizons, the Lions used the game set among anthropomorphic animals to announce their schedule for the upcoming NFL season. In a video released by the team, viewers observed playful animations used to poke fun at the Lions’ competitors.
Endorsements:
- Troy Polamalu and Head & Shoulders
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- In 2012 NFL Hall of Famer Troy Polamalu, who played safety 12 years for the Pittsburgh Steelers, utilized his luscious locks and teamed up with Head & Shoulders. Together, the eight-time Pro Bowler and the venerable shampoo brand combined their talents to combat dandruff.
- Patrick Ewing + Snickers = Patrick Chewing
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- In 2009, NBA Hall of Famer and current college basketball coach at Georgetown, Patrick Ewing, teamed up with snickers and became… Patrick Chewing. (“Get dunked on by Patrick Chewing!” urged the ad campaign.)—RP
