Why Serena Williams Teamed Up With Rémy Martin for Its Super Bowl Advertising Debut

The tennis superstar tells The Hollywood Reporter she signed on for the spot because she drinks it herself: 'This cognac has been a part of many family game nights and celebrations.'

“I’m a big hostess and planner in my family, we love to spend time together, and this cognac has been a part of many family game nights and celebrations,” Williams says. “I also love that the brand is founded on family, relationships and teamwork because those are also pillars I value in my life.”

“As an athlete and a competitor, I know the feeling of wanting to perform and be my very best, and I love how sport can bring people together,” she says. As for the Inch by Inch campaign itself, Williams and Rémy Martin remain tight-lipped, with the teasers simply introducing Williams’ participation in the spot and teeing up Feb. 12. Williams does say, however, that the ad “spotlights the greatness of teamwork.”

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