Nestlé and the NBA have announced a new multi-year international marketing partnership that will see Milo, Nescau, and Nesquik become official NBA partners from January 2027. The agreement will operate across 21 markets on four continents, focusing on connecting more fans with basketball while encouraging greater participation among young people and families. This partnership is Nestlé's biggest international brand collaboration to date.
The partnership reflects Nestlé's decision to concentrate its global marketing activity around a smaller number of major platforms that can be implemented across different countries while allowing for localized experiences. At the center of the agreement is a shared commitment by Nestlé and the NBA to youth participation in sport. The two organizations will introduce activities linked to several NBA youth basketball development initiatives.
The partnership will also extend to selected NBA events and fan engagement programs, including NBA Global Games and NBA House. Nestlé's brands will feature in retail campaigns and local fan experiences, including product packaging carrying NBA branding and promotions giving consumers the chance to win NBA tickets, merchandise, and other prizes.
According to Liberato Milo, SVP Head of Confectionery & Snacking Strategic Business Unit at Nestlé, the partnership 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. Myron Otoo, Category Manager for Beverages and Dairy at Nestlé Ghana, noted that the partnership will strengthen Nestlé's work in grassroots sports.
Ghana will be one of the countries involved in the partnership, with Nestlé Ghana positioning the agreement as an opportunity to strengthen its work in grassroots sports. The partnership builds on Nestlé's existing investment in grassroots sports, particularly its MILO Under 13 Champions League, while providing a new international platform through which young people can be encouraged to participate in basketball and adopt active lifestyles.
The NBA says Nestlé's established international presence will help it engage supporters in new ways and contribute to the continued expansion of basketball. The initial markets covered by the agreement include 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 deal is expected to combine Nestlé's consumer reach with the NBA's international basketball platform, creating opportunities for youth development, fan interaction, and local sporting activities. The partnership will officially begin on 1 January 2027 and will run across multiple markets through youth programs, events, retail campaigns, and fan engagement activities.
Key points
- The partnership will operate across 21 markets on four continents.
- Milo, Nescau, and Nesquik will become official NBA partners from January 2027.
- The partnership aims to encourage greater participation in basketball among young people and families.
