Nestlé has entered into a multi-year international marketing partnership with the National Basketball Association (NBA), making MILO, alongside Nescau and Nesquik, official partners of the American basketball league. This deal, described as Nestlé's largest international brand collaboration, spans 21 markets across four continents and takes effect on 1 January 2027. The partnership will fund various youth basketball programmes, including Jr. NBA and Jr. WNBA, and the NBA Basketball School.
The partnership between Nestlé and the NBA will also extend to fan engagement platforms, such as NBA Global Games and NBA House, as well as retail promotions featuring NBA branding on MILO packaging and competitions offering tickets and merchandise. Liberato Milo, Nestlé's Senior Vice President and Head of Confectionery & Snacking Strategic Business Unit, stated that the company's sports brands have long believed in using sport to bring out the best in people.
In Ghana, the partnership is expected to widen access to basketball for children across the country and strengthen MILO's existing grassroots sports commitments. Myron Otoo, Nestlé Ghana's Category Manager for Beverages and Dairy, noted that the deal would help nurture young Ghanaian talent, citing the long-running MILO Under-13 Champions League as an example. The partnership aims to open new possibilities for Ghanaian children by using sport to build confidence, character, and resilience.
The NBA's Senior Vice President of Commercial Development and Media, Julie Morris, highlighted that Nestlé's global recognition and local market presence would help the NBA reach fans in new ways and support basketball's growth worldwide. Ghana is among the 21 markets where the partnership will be activated, alongside countries such as Nigeria, Australia, Brazil, Canada, France, Germany, and the United Kingdom.
For Ghanaian families, the practical effect of the partnership will be felt first through on-pack promotions and NBA-branded MILO products on supermarket shelves. Later, youth coaching and development programmes funded by the deal will be rolled out locally. The companies have framed the arrangement as part of a wider shift toward fewer but larger global marketing platforms that can run consistently across many countries while still being adapted to local contexts.
The partnership is set to formally begin on 1 January 2027, with the Philippines joining later in October of the same year. However, no details have been given on investment figures or the number of children expected to benefit from the Ghanaian rollout. The development initiatives will be structured and funded locally, but specific timelines for programme launches in Ghana have not been specified.
The collaboration between Nestlé and the NBA is expected to have a significant impact on the development of basketball in Ghana and other participating countries. With MILO's long history of supporting grassroots sports in Ghana, the partnership is poised to make a positive difference in the lives of many young people. Key initiatives under the partnership include Jr. NBA and Jr. WNBA, the NBA Basketball School, and the Her Time To Play initiative aimed at girls.
Key points
- Nestlé partners with NBA to make MILO an official partner, spanning 21 markets across four continents.
- The partnership aims to develop basketball in Ghana and other countries through youth coaching and development programmes.
- The deal takes effect on 1 January 2027, with the Philippines joining later in October of the same year.
