Nestlé and the National Basketball Association (NBA) have unveiled a multi-year international marketing partnership that will make MILO, Nescau, and Nesquik official partners of the NBA. The partnership, which comes into effect on January 1, 2027, will cover 21 markets across four continents. This collaboration is aimed at engaging fans and increasing youth participation in basketball worldwide. It represents Nestlé’s largest international brand collaboration to date.
The partnership will create more opportunities for young people and families to engage with basketball through various youth development programs and platforms. These include Jr. NBA/Jr. WNBA, NBA Basketball School, Jr. NBA/Jr. WNBA Coaches Academies, Her Time To Play, and NBA 3X. The collaboration will also extend to selected NBA events and fan engagement platforms, including NBA Global Games and NBA House. This will enable Nestlé and the NBA to connect with consumers at scale and create locally relevant experiences.
According to Liberato Milo, Senior Vice President, Head of Confectionery & Snacking Strategic Business Unit at Nestlé, the partnership will leverage the power of basketball to inspire more young people and families to get active and enjoy the game. Nestlé’s brands have long believed in the power of sport to bring out the best in people. The company has seen how sport can energize people, build confidence, and create healthy habits through its existing sports programs and athlete partnerships.
In Ghana, the partnership is expected to strengthen MILO’s commitment to grassroots sports development. Myron Otoo, Category Manager for Beverages and Dairy at Nestlé Ghana, noted that the partnership will open up new possibilities for Ghanaian children to discover and develop their potential through sport. The iconic MILO Under 13 Champions League, which has reached generations of young talents across the country, is a testament to MILO’s long-standing legacy of nurturing young talent.
The partnership will be activated in 21 markets, including Ghana, Australia, Brazil, Canada, Colombia, France, Germany, Italy, Indonesia, Malaysia, Mexico, New Zealand, Nigeria, Singapore, Spain, Thailand, Turkey, the United Kingdom, the United States, and Vietnam. The Philippines will join the partnership in October 2027. This extensive reach will enable Nestlé and the NBA to connect with fans in new ways and support the continued growth of basketball around the world.
Julie Morris, NBA Senior Vice President of Commercial Development and Media, expressed excitement about partnering with Nestlé, one of the world’s most recognizable brands. The partnership will leverage Nestlé’s reach and local market presence to connect with fans and create more opportunities for children to discover and develop their potential through sport. The collaboration will also include retail programs and in-market fan experiences.
The partnership will include on-pack promotions featuring NBA branding and opportunities for consumers to win NBA tickets, merchandise, and other prizes. This will further enhance the fan experience and create more engagement opportunities. With this partnership, Nestlé and the NBA are set to make a significant impact on the global basketball scene, promoting active and healthy lifestyles, and inspiring the next generation of athletes.
Key points
- Nestlé and the NBA have announced a multi-year international marketing partnership covering 21 markets across four continents.
- The partnership aims to engage fans and increase youth participation in basketball worldwide through various youth development programs and platforms.
- The collaboration will include retail programs, in-market fan experiences, and on-pack promotions featuring NBA branding.
