Hype Fam, as you know, the BAL Playoffs and Finals recently took place in South Africa, and Hennessy showed up in true style. Through courtside experiences, curated events, and creative collaborations, Hennessy continues to bring a luxury lens to the energy of African basketball. I got the chance to steal a few minutes with Lungile Mpharu, Brand Manager at Hennessy South Africa, because in hip-hop culture, we’re always curious about what the brands are really up to. Here’s my exclusive sit-down with him
What inspired Hennessy to invest in African basketball, and how does this partnership align with the brand’s global identity?
Lungile Mpharu: Hennessy has a long-standing connection to culture and sport globally. Our involvement with the Basketball Africa League allows us to engage with a growing cultural space on the continent in a way that feels natural and relevant for the brand.
Can you speak on the crossover between sports and entertainment in Hennessy’s African campaigns, particularly how you bring in musicians, influencers, and athletes?
Lungile Mpharu: Hennessy shows up where culture happens. Whether that’s through music, sport or nightlife, we look for authentic ways to connect with people and tell our story.
What are some standout moments or campaigns that have blended African creativity, entertainment, and basketball under the Hennessy banner?
Lungile Mpharu: Our In the Paint initiative stands out. We’ve partnered with incredible local artists to reimagine public basketball courts in Johannesburg and Durban. It’s a great example of how we connect creativity, community, and culture — all through the lens of basketball.
Our third court was on Durban’s Florida Road last year, where we collaborated with artist Sphephelo Mnguni, another remarkable local talent. We’re not just running one-off campaigns; we’re building long-term relationships with creatives and communities.
Looking ahead, how does Hennessy plan to deepen its presence in Africa’s entertainment and sports ecosystem, particularly in key markets like South Africa, Nigeria, and Kenya?
Lungile Mpharu: We’re always looking to show up meaningfully and respectfully within local culture. Any future plans will continue to reflect that approach.
Before we wrap, where can our readers find out more about Hennessy?
Lungile Mpharu: Follow us on social media @Hennessy for the latest updates and collaborations.
