In 2020, during the NBA's Orlando bubble, a series of virtual wine tastings was led by a master sommelier named Michael Jordan, coincidentally sharing the same name as the legendary basketball player. This led to a significant development in the NBA's relationship with wine.
Fast forward to October 2023, the NBA announced its first-ever wine partnership with Jackson Family Wines, a Northern California-based company. The partnership includes two brands from their portfolio, Kendall-Jackson and La Crema, for the NBA and WNBA respectively.
This four-year partnership will bring wine-centric experiences to NBA and WNBA events, including pop-up tastings and educational opportunities for fans. Additionally, commemorative wines will be created for both leagues.
The NBA's growing connection with wine is evident through the involvement of prominent players like Stephen Curry, LeBron James, and coaches like Gregg Popovich. Several players have launched their private wine labels, hosted wine events, and visited wineries during their travels.
LeBron James, known for his love of wine, emphasizes the importance of finding a wine that suits one's palate rather than seeking perfection. Meanwhile, Coach Popovich humorously compares his excitement for coaching to the satisfaction of discovering a perfectly aged French Bordeaux.
Michael Jordan, a certified wine educator and master sommelier, will continue to educate NBA personnel about wine as part of the partnership. His initial involvement began in 2020 when he conducted virtual tastings for players and staff inside the bubble.
While Jordan has never met his basketball namesake, he has crossed paths with NBA players like Kobe Bryant, forming meaningful connections over shared interests. As the NBA embarks on this new partnership, Jordan looks forward to further enriching the league's wine culture.
