The relationship between the NBA and the wine industry has evolved into a deep-rooted cultural connection. This weekend, as the NBA hosts its All-Star festivities in the Bay Area, the event will not just highlight basketball but also celebrate wine culture. Many league players, coaches, and owners have developed a strong appreciation for fine wines, particularly from Napa and Sonoma.
This relationship will be showcased through wine tastings and pairings, offering a unique intersection of sports and wine culture. As younger Americans turn away from wine in favor of other alcoholic beverages, the NBA’s endorsement provides an opportunity to reinvigorate interest in the industry.
In an effort to reach a younger and more diverse demographic, Jackson Family Wines partnered with the NBA in April. With ownership of 28 wineries in California and others worldwide, the Santa Rosa-based company offers wines at price points ranging from $15 to over $1,000 per bottle.
This partnership has proven beneficial, with increased arena sales and higher market share for their flagship Chardonnay, Kendall-Jackson. As the official wine partner of the NBA and WNBA, Jackson Family Wines has also established connections with teams like the Golden State Warriors, ensuring a presence in arenas and surrounding restaurants.
NBA Partnership Boosts Wine Sales and Expands Market Reach Significantly
Since the partnership began, sales of Kendall-Jackson wines in NBA arenas have increased fivefold. The brand is now one of the top wine sellers in these venues, and its share of the U.S. Chardonnay market has grown to 8.3%.
Despite industry-wide challenges, the NBA’s influence has allowed the wine brand to reach new customers, with 68% of first-time buyers being new to wine. The league’s unique demographic—fans who watch games in the evening and tend to be younger and more racially diverse—provides an ideal target audience for the wine industry.
Many NBA players have not only developed a passion for wine but have also invested in the industry. Stars like Klay Thompson (Diamond & Key), Domantas Sabonis (Sabonis Family Wines), and Dwyane Wade (Wade Cellars) have launched their own wine brands.
LeBron James, known for his refined taste in wine, enjoys Mayacamas and Opus One, while Carmelo Anthony has collaborated with Robert Mondavi Winery to create Ode to Soul. Wine-tasting trips have become a common off-day activity for players visiting the Bay Area, further strengthening the link between the NBA and Wine Country.
How Wine Became a Status Symbol and Cultural Staple in the NBA
What was once an industry largely disconnected from sports has become an integral part of NBA culture. Today, players are just as likely to be seen showcasing their personal wine cellars as they are in luxury clubs.
Social media has played a significant role in popularizing this trend, as viral moments—such as LeBron James drinking Opus One courtside—highlight wine’s growing appeal within the league. Players often engage in friendly competitions over who can bring the rarest or most exotic bottles to gatherings, further reinforcing wine’s status symbol within the NBA community.
Jackson Family Wines’ involvement with the NBA dates back to the 2020 pandemic-era “NBA bubble.” As players found themselves with limited wine options at Walt Disney Resort, the company seized the opportunity to send over 100 cases of wine to the bubble.
This unexpected gesture sparked conversations, eventually leading to a formal partnership. The NBA’s shift toward wine consumption contrasts with the beer-heavy image of other leagues like the NFL, demonstrating the influence of NBA stars on lifestyle trends.
San Antonio Spurs coach Gregg Popovich played a crucial role in embedding wine culture within the NBA. His legendary team dinners, where wine was a centerpiece, helped establish a tradition that spread across the league. Players such as Carmelo Anthony and LeBron James further fueled this movement by sharing their passion for wine with teammates.
ESPN writer Marc Spears, now a wine ambassador for Jackson Family Wines, has also contributed to bridging the gap between basketball and wine culture. Today, wine is not just a beverage of choice but a symbol of sophistication, camaraderie, and competition among NBA players.