THE CHALLENGE
As the first official wine partner across the NBA and WNBA, Jackson Family Wines had an opportunity bigger than sampling: earn a credible place in basketball culture and introduce wine to fans in a way that felt native to the moment – for both Kendall Jackson and La Crema brands.​ ​

THE SOLUTION
We built two connected All-Star expressions around the portfolio. Kendall-Jackson brought wine into NBA All-Star Weekend with a high-energy tasting space, cultural programming, player and media appearances, photo moments and live DJ. La Crema carried the story into WNBA All-Star Weekend with Taste Court—a hospitality-forward lounge pairing premium tastings with WNBA-inspired design, Playa Society collaborations, hosted panels, player appearances and social moments. Together, the experiences made the sponsorship feel lived-in, not simply logoed-on.​ ​

THE RESULTS
Across both leagues, Jackson Family Wines turned a category first into a cultural foothold—giving fans multiple ways to taste, gather, participate and share while showing how distinct portfolio brands could speak naturally to NBA and WNBA audiences.​