LeBron James extends global partnership deal with Hennessy

LeBron James is deepening his collaboration with Hennessy through a new limited-edition Hennessy V.S.O.P bottle. The collaboration extends the alliance between the basketball icon and the world’s best-selling cognac brand, marking another chapter in a relationship that began in 2024.

New limited edition

In a promotional video released Oct. 7, James recreated the moment from his 2010 ESPN special The Decision, where he famously announced his move to the Miami Heat. This time, instead of changing teams, he announced he was “taking his talents to Hennessy.” The spot teased fans and sparked a wave of speculation that James was preparing to retire from basketball before the partnership was officially revealed. 

“It’s an honor to continue this partnership with Hennessy,” James said in a statement. “Our first collection celebrated excellence and pushing boundaries, and this new edition is another chapter in that story. The design features my crowning gesture — a symbol of celebration and connection. That’s what this bottle represents.” 

The Hennessy V.S.O.P Limited Edition by LeBron James will be released in select markets later this month. The bottle pays tribute to James’ career milestones and his influence on global culture, fusing luxury branding with his signature style.

The social media teaser drove a frenzy among basketball fans and ticket resellers. Prices for the Lakers’ final home game of the 2025–26 season against the Utah Jazz jumped from $82 to $850 on Vivid Seats after rumors of a retirement announcement began circulating.

Still breaking records

James, who turns 41 in December, will enter his 23rd NBA season — surpassing Vince Carter’s record of 22 — when the Lakers open their regular season on Oct. 21 against the Golden State Warriors at Crypto.com Arena.

Speaking to Complex in September, James reaffirmed his focus on storytelling through SpringHill Company, saying he wants to make it “the greatest storytelling company there is.” 

Beyond basketball: LeBron the businessman

James, the first active NBA player to reach billionaire status, has built an estimated $1.3 billion fortune. Beyond basketball, his investment includes stakes in Fenway Sports Group, Blaze Pizza, SpringHill Entertainment, and Liverpool FC. Through equity deals with Nike and Beats by Dre, he’s become one of the most influential figures in the sports business.

In recent times, the basketball icon has been busy with his off-court duties. In March, he signed a major distribution deal with Amazon to bring his basketball podcast Mind the Game to Prime Video, Music, and Echo devices. The following month, Lobos 1707, a tequila and mezcal label backed by James, signed a vodka partnership with Diageo to accelerate growth in the spirits sector.