The 2025 BAL Finals became more than a game—Hennessy reshaped the intersection of sport, music & true South African identity
Johannesburg — What started as the final showdown of the Basketball Africa League (BAL) in Pretoria ended up as something far greater. With South Africa hosting the Finals for the first time, and Al Ahli Tripoli taking the championship crown, one brand managed to leave a seismic cultural impact that outlasted the scoreboard: Hennessy.
By the time the final buzzer echoed through the SunBet Arena, it was clear—the event belonged as much to culture as it did to competition.
When courtside meets culture
From June 6 to 14, the Hennessy x BAL Experience unfolded like a cultural festival wrapped inside a sports tournament. For Hennessy, it wasn’t just about sponsorship. It was about claiming the pulse of the moment—where basketball meets music, fashion, and global Black excellence.
At the epicenter stood the sleek, invite-only Hennessy Lounge, where cognac sophistication fused with courtside energy. Designed as a VIP retreat, the lounge was frequented by a who’s-who of African pop culture—NBA All-Star Joakim Noah, SA’s own Boity Thulo, and award-winning actress Zola Nombona, among others.
Imagine sipping a Hennessy VSOP cocktail while a game-defining dunk shatters the scoreboard. That was the vibe.
Nights that moved the culture
The Finals week also served as a stage for events that blurred the lines between nightlife and cultural commentary.
- Hennessy Night at Tempo Luxury (Sandton) brought elite energy and high-end entertainment, where top DJs spun sounds that mirrored the cosmopolitan swagger of Johannesburg.
- During the championship ceremony, rising rap heavyweight Maglera Doe Boy tore through a gritty, electrifying performance, reminding fans how deeply hip-hop is woven into basketball’s DNA.
- And then came The BAL Afterparty at Javett Art Centre, where the dancefloor belonged to none other than Kabza De Small, the reigning king of Amapiano. His genre-defining set turned the night into a cross-cultural crescendo.
Voices that amplified the movement
“We didn’t just support the BAL—we amplified it,” said Anele Tshabalala, Marketing Manager for Hennessy South Africa. “Basketball is becoming more than a game here. It’s a lifestyle, a movement. And Hennessy is proud to help shape its African chapter.”
Amadou Gallo Fall, President of the BAL, echoed this idea:
“This partnership brought the full spectrum of the sport to life. Hennessy helped us push the Finals beyond the game—to the people, the sound, and the culture.”
Beyond the final score
If you only came for the basketball, you stayed for the rhythm. What Hennessy engineered in Pretoria was more than branding—it was a cultural earthquake. One that rippled through the arenas, spilled into the streets, and redefined what an African sports final could feel like.
Because here, the legacy isn’t just written in stats. It’s stitched into music, movement, and a shared sense of elevation.
