The curtain has officially closed on a historic season of the Basketball Africa League (BAL), with South Africa playing proud host to its first-ever Finals. As champions Al Ahli Tripoli were crowned on the court at Pretoria’s SunBet Arena, Hennessy celebrated a different kind of victory, one that lived at the intersection of sport, culture, and community.
For Hennessy, this year’s collaboration with BAL wasn’t only about being courtside, it was about owning the cultural moment. From 6 - 14 June, the Hennessy x BAL Experience brought together the continent’s most influential voices, artists, and style icons for a week-long celebration of basketball’s rising impact across African lifestyle and identity.
At the heart of it all was the Hennessy Lounge, an elevated in-arena hospitality suite where the pulse of the game met the sophistication of the world’s leading cognac. Designed to reflect Hennessy’s elegance and spirit, the lounge became a curated experience. With custom cocktails and the best view of the court, it became the destination for tastemakers throughout the BAL Playoffs and Finals.
Cultural icons, including NBA Legend Joakim Noah, Boity Thulo, Zola Nombona, Pamela Mtanga, Scoop Makhathini, Yanga Chief and 25K, brought their energy courtside, adding to an electric atmosphere that expertly intertwined fashion, music, and sport.
The week of the playoffs unfolded in signature Hennessy style, which began with an intimate pre-game luncheon on 6 June at 16th by KOI, where Friends of the House gathered to celebrate excellence.
The energy was further escalated with a high-octane Hennessy Night at Tempo Luxury in Sandton. During the BAL Finals 2025 closing ceremony, Friend of the House Maglera Doe Boy delivered a commanding performance that brought the culture courtside. The celebrations culminated at the BAL afterparty, hosted at the Javett Art Centre, where Kabza De Small closed the week with a legendary set that kept the spirit of the game alive long after the final buzzer.
“This year, we didn’t just support the BAL, we amplified it,” said Anele Tshabalala, , Marketing Manager, Hennessy South Africa. “From Pretoria to Paris, basketball culture is global, and Africa is its next great chapter. Through Hennessy every pour and every performance honoured the spirit of the game.”
BAL President Amadou Gallo Fall added: “The passion and atmosphere at our first-ever Playoffs and Finals in South Africa were incredible. We’re proud to collaborate with partners like Hennessy that share our commitment to celebrating the convergence of basketball and the culture that surrounds today’s game, and we look forward to continuing to engage fans across the continent in the years to come.”
Whether it was a courtside cocktail or a late-night beat drop, Hennessy’s presence at the 2025 BAL Finals was a reminder that the game doesn’t end when the clock does. It lives on in the people, the music, the fashion, and the stories that follow.
