In the summer of 2020, we secured E&J Brandy a premiere partnership with The Basketball Tournament—the first live sporting event back on ESPN. With it came the opportunity for a national broadcast spot airing throughout the game. Rather than focus on product messaging, we decided to tap into the needs of our fanbase and take a stance for change. To establish authenticity and further support the message, we brought E&J’s partnership with the National Urban League, an organization dedicated to empowering minority communities, to the forefront and spotlighted all local minority entrepreneurs for the talent.