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Nestlé and the NBA Join Forces

In an exciting development, Nestlé has collaborated with the NBA to establish a multi-year international marketing partnership. This deal makes Milo, Nescau, and Nesquik official partners of the NBA, marking a significant moment for both organizations.

Starting on January 1, 2027, this partnership spans 21 countries across four continents, aiming to further engage fans and inspire youth participation in basketball globally. This initiative stands as Nestlé's largest global brand collaboration to date and aligns with their strategy of leveraging fewer, yet impactful, global marketing platforms that resonate with local audiences.

Focus on Youth Engagement

Both Nestlé and the NBA share a commitment to youth involvement in sports. This partnership entails initiatives tailored to provide more opportunities for young people and families to explore the sport of basketball. Programs under the Jr. NBA and Jr. WNBA, as well as NBA Basketball School and the “Her Time To Play” initiative, will take center stage in this venture. Furthermore, the collaboration will include participation in various NBA events and fan engagement platforms such as the NBA Global Games and NBA House.

Liberato Milo, Senior Vice President at Nestlé, remarked on the importance of this partnership, stating, "For decades, our brands have believed in the power of sports to enhance lives. From sports programs through Milo and Nescau to initiatives through Nesquik, we have witnessed how sports can uplift individuals, build self-confidence, and encourage healthy habits. Partnering with the NBA allows us to harness the excitement of basketball to engage a wide audience, create localized experiences, and invite more youth and families to embrace an active lifestyle."

Retail Programs and Fan Experiences

Besides youth engagement programs, the marketing agreement will also reach retailers, creating unique fan experiences. This includes promotional packaging that showcases the NBA brand alongside exciting opportunities for consumers to win NBA game tickets, merchandise, and other prizes.

Julie Morris, Senior Vice President of Business Development at the NBA, expressed her enthusiasm for the partnership stating, "Nestlé is a renowned brand with deep connections to consumers worldwide. We eagerly anticipate leveraging Nestlé’s vast reach and local market presence to engage fans in innovative ways and support basketball growth globally."

Global Reach

The partnership will be executed in nations including Australia, Brazil, Canada, Colombia, France, Germany, Ghana, Italy, Indonesia, Malaysia, Mexico, New Zealand, Nigeria, Singapore, Spain, Thailand, Turkey, the United Kingdom, and the United States. The Philippines will join this endeavor in October 2027.

In conclusion, this newly formed collaboration between Nestlé and the NBA exemplifies a united vision of uplifting youth through sports. With clear strategies for engagement and local relevance, it promises to make a significant impact on basketball's popularity around the world.

For media inquiries, contact:
Chiara Valsangiacomo, +41 21 924 2200, [email protected]
Sam Postlethwaite, +44 7468 711407, [email protected]