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The “wine league” is finally teaming up with a wine brand. Jackson Family Wines and the National Basketball Association (NBA) announced today that Kendall-Jackson — the winery behind America’s best-selling Chardonnay — will be the league’s first official wine partner.
That said, the events won’t be entirely dry: in accordance with France’s 1991 Evin’s Law, exceptions will be posed for catered hospitality areas and VIP suites. Corona Cero will also serve as the International Olympic Committee’s global beer sponsor in 2026 and 2028. Michelob Ultra AB InBev won’t be putting all its brews in one basket.
In June 2023, it was announced that attendees of the 2024 Paris Olympics would be prohibited from drinking alcohol at events unless they were VIPs. While the financial details were undisclosed, similar sponsorship deals suggest the IOC made bank, and the partnership will extend through the 2028 games in Los Angeles.
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