You’d be forgiven for thinking that the relationship between cognac and the sport of boxing was tenuous, to say the least.  But that’s obviously not what Hennessy think.

Their latest signing is the Filipino boxer, Emmanuel “Manny” Pacquiao, in a multi-million dollar agreement.  It came about thanks to the boxer’s marketing boss and business advisors – Lucia McKelvey and Mike Koncz.

Manny Pacquiao sponsored by Hennessy Cognac

 
Pacquiao can now add Hennessy to a list of ‘A’ name brands he represents. Others include Nike, Hewlett-Packard and San Miguel.  And it seems fairly certain that he will also lend his name to other brands in the near future.

But for now, a photo shoot with Hennessy is planned, and after that who knows.  So perhaps we’ll see Hennessy as the drink of choice in future boxing matches?  The company certainly seems to know what they’re doing in regards to advertising, and they obviously feel that being partnered with a boxing star will further help boost their sales.

Source: http://www.mb.com.ph

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Jacki has been with Cognac Expert from virtually the beginning. She's the senior editor of the blog, and has spent much of her life living in rural France. Today she's based back in the UK, where she splits her working life between writing for Cognac Expert and working as a Paramedic at a large regional hospital.

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