Nestlé and NBA announce multi-year international marketing partnership
Milo®, Nescau® and Nesquik® will become Official Partners of the National Basketball Association® (NBA®). The partnership will include activations across select NBA youth basketball development programs and platforms. Multi-year agreement spans 21 markets across four continents and marks Nestlé’s largest international brand collaboration to date. Nestlé and the NBA are entering a new, multiyear international marketing partnership making Milo, Nescau and Nesquik Official Partners of the NBA. The agreement spans 21 markets across four continents, including Nigeria, and is designed to engage fans and inspire youth basketball participation around the world. In Nigeria, where Milo has supported youth basketball development for more than two decades through the Milo Basketball Championship, the partnership represents an opportunity to build on that legacy and inspire even more young people to get active through sport. Nestlé’s largest international brand collaboration to date, the partnership reflects the company’s strategy to focus on fewer, larger global marketing platforms that can be activated consistently across markets, ensuring local relevance. It will come into effect on 1 January 2027. As part of the collaboration, Nestlé and the NBA will build on a shared commitment to youth participation in sport by creating more opportunities for young people and families to engage with basketball. This will include activations across select NBA youth basketball development programs and platforms, including Jr. NBA/Jr. WNBA, NBA Basketball School, Jr. NBA/Jr. WNBA Coaches Academies, Her Time To Play and NBA 3X, and will extend across select NBA events and fan engagement platforms, including NBA Global Games and NBA House. “For decades, our brands have believed in the power of sport to bring out the best in people,” said Liberato Milo, SVP Head of Confectionery & Snacking Strategic Business Unit at Nestlé. “From Milo and Nescau sports programs to Nesquik athlete partnerships and initiatives, we have seen how sport can energize people, build confidence and create healthy habits. Together with the NBA, we will use the power of basketball to connect with consumers at scale, create locally relevant experiences and inspire more young people and families to get active and enjoy the game.”...
