Nestlé and the National Basketball Association (NBA) have entered into a multi-year international partnership that will make Milo, Nescau, and Nesquik official partners of the league across 21 countries on four continents, including Nigeria. The partnership, which takes effect on January 1, 2027, aims to encourage greater youth participation in basketball and create more opportunities for families to engage with the sport. This collaboration builds on Nestlé's existing sports programs and the NBA's global reach.
In Nigeria, the agreement leverages Milo's more than two decades of support for youth basketball through the Milo Basketball Championship. The 26th edition of the championship reached over 13,000 schools in 2026, providing students with opportunities to participate in competitive basketball while developing values and life skills. The partnership will also feature activations around selected NBA events and fan-engagement platforms, including NBA Global Games and NBA House.
Under the new partnership, Nestlé and the NBA will collaborate on 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. These initiatives aim to promote basketball as a tool for social and personal development among young people. The partnership will also cover countries such as Australia, Brazil, Canada, France, Germany, Ghana, Mexico, Spain, the United Kingdom, and the United States.
Nestlé's Senior Vice-President and Head of Confectionery and Snacking Strategic Business Unit, Liberato Milo, emphasized the power of sports to bring out the best in people. He stated that the partnership would enable Nestlé and the NBA to create locally relevant experiences and connect with consumers while encouraging young people to participate in sports. Milo highlighted the potential for basketball to promote active lifestyles among young people and families.
Managing Director and Chief Executive Officer of Nestlé Nigeria, Wassim Elhusseini, noted that basketball has become an integral part of Milo's story in Nigeria. He emphasized that the partnership would connect Milo's longstanding commitment to basketball in Nigeria with a global platform, creating opportunities to inspire more young people to participate in the sport. Elhusseini highlighted the values that basketball promotes, including discipline, resilience, teamwork, and self-belief.
The partnership is set to expand to 22 countries with the Philippines scheduled to join in October 2027. Nestlé and the NBA aim to increase engagement with basketball among young people and families globally. The initiative builds on Nestlé's existing sports programs, including the Milo Basketball Championship, which has been a platform for young players to develop their skills and compete at various levels.
The collaboration between Nestlé and the NBA is expected to have a significant impact on youth basketball development globally. By leveraging the NBA's global reach and Nestlé's existing sports programs, the partnership aims to promote basketball as a tool for social and personal development among young people. The partnership will also provide opportunities for families to engage with the sport and encourage active lifestyles.
Key points
- The partnership between Nestlé and the NBA will cover 21 countries on four continents, including Nigeria, and will feature activations around selected NBA events and fan-engagement platforms.
- Milo has supported youth basketball in Nigeria for over two decades through the Milo Basketball Championship, which has reached over 13,000 schools.
- The partnership aims to promote basketball as a tool for social and personal development among young people and encourage active lifestyles among young people and families.
