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Nestlé and NBA Announce Groundbreaking Partnership

In an exciting development for basketball fans worldwide, Nestlé has officially partnered with the NBA in a multi-year international marketing initiative that will see their popular brands, Milo, Nescau, and Nesquik, recognized as Official Partners of the league. This collaboration is not just a branding exercise; it aims to engage and inspire young people to participate in basketball, fostering a love for the sport from an early age.

A Partnership Across Continents

This ambitious partnership spans 21 markets across four continents, marking a significant step for Nestlé as it is their largest international brand collaboration to date. Set to kick off on January 1, 2027, the collaboration will focus on developing youth basketball programs worldwide, creating a more robust community around the sport. The intent is to deliver localized experiences that resonate with fans and encourage more families to enjoy basketball together.

Activations and Engagement Programs

The partnership will bring various activations to life, ranging from basketball development programs to events that celebrate the sport. Programs like the Jr. NBA/Jr. WNBA and NBA Basketball School will be promoted, alongside other initiatives aimed at nurturing young talent. These programs aim to provide accessible pathways for youth engagement in basketball and its associated benefits, such as teamwork, discipline, and confidence-building.

A Shared Vision for Youth Participation

Liberato Milo, SVP Head of Confectionery and Snacking Strategic Business Unit at Nestlé, expressed the company's long-standing commitment to harnessing the power of sports to inspire positive changes in individuals. He stated, "From Milo and Nescau sports programs to Nesquik athlete partnerships, we've seen firsthand how sports can energize people and foster healthy habits." The partnership reflects a shared commitment to promoting youth participation in sports activities, ensuring that more children can enjoy the numerous benefits of playing basketball.

Retail Programs and Fan Experiences

Alongside youth programs, the partnership will also feature retail initiatives and market experiences that elevate fan engagement. Nestlé plans to run in-store promotions featuring NBA branding, providing fans with the chance to win exclusive NBA tickets, merchandise, and other prizes. This will further develop the connection between Nestlé’s beloved products and the basketball community, enhancing the overall experience for fans.

An Exciting Future Ahead

Julie Morris, NBA Senior Vice President of Commercial Development and Media, emphasized the strength of the collaboration, noting Nestlé's significant global presence. She said, "We look forward to leveraging Nestlé's reach to connect with fans in innovative ways and support basketball's growth around the globe."

The partnership will activate in major markets such as Australia, Brazil, Canada, France, the United Kingdom, and the United States, with the Philippines joining the initiative from October 2027. By integrating sports and consumer products, this collaboration is set to leave a lasting impact on both the NBA and Nestlé brands as they work together to inspire future generations of basketball players.

This partnership represents a robust commitment to community, sports, and youth development, making it a pivotal moment for both Nestlé and the NBA. Through innovative marketing and engagement initiatives, they aim to leave an indelible mark on the global basketball landscape and ignite a passion for the sport among young audiences worldwide.