Nestlé and the National Basketball Association (NBA) have announced a new, multi-year international marketing partnership. The agreement spans 21 markets across four continents, including Nigeria, and is designed to engage fans and inspire youth basketball participation around the world. This partnership represents Nestlé's largest international brand collaboration to date. The partnership will come into effect on January 1, 2027.
In Nigeria, where Milo has supported youth basketball development for over 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. The Milo Basketball Championship, now in its 26th edition, reached over 13,000 schools across Nigeria in 2026. This initiative has provided young people with opportunities to participate in competitive basketball while developing important life skills through sport.
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, and NBA 3X. The partnership will also extend across select NBA events and fan engagement platforms, including NBA Global Games and NBA House.
The marketing partnership will also encompass retail programs and in-market fan experiences, including on-pack promotions featuring NBA branding and opportunities for consumers to win NBA tickets, merchandise, and other prizes. According to Liberato Milo, SVP Head of Confectionery & Snacking Strategic Business Unit at Nestlé, "For decades, our brands have believed in the power of sport to bring out the best in people."
Wassim Elhusseini, Managing Director and Chief Executive Officer of Nestlé Nigeria, noted that basketball has become an important part of the Milo story in Nigeria, creating opportunities for young people to participate in sport while developing values such as discipline, resilience, teamwork, and self-belief. He expressed excitement about the possibilities this partnership creates to deepen engagement with the sport and inspire even more young people to get active.
The partnership will activate across various countries, including Australia, Brazil, Canada, Colombia, France, Germany, Ghana, Italy, Indonesia, Malaysia, Mexico, New Zealand, Singapore, Spain, Thailand, Turkey, the United Kingdom, the United States, Vietnam, and the Philippines. According to Julie Morris, NBA Senior Vice President of Commercial Development and Media, "Nestlé is one of the world's most recognizable brands and has a longstanding connection to consumers across the globe."
The partnership between Nestlé and the NBA is expected to leverage Nestlé's reach and local market presence to connect with fans in new ways and support the continued growth of basketball around the world. With this partnership, Nestlé aims to focus on fewer, larger global marketing platforms that can be activated consistently across markets, ensuring local relevance.
Key points
- The partnership spans 21 markets across four continents, including Nigeria.
- Milo, Nescau, and Nesquik have become official partners of the NBA.
- The partnership will come into effect on January 1, 2027.
