Nestlé expands global sports marketing with NBA deal

Nestlé describes the agreement as its largest international brand collaboration to date, reflecting a strategy of focusing on larger global marketing platforms that can be activated across markets while remaining locally relevant.

Nestlé and the NBA have agreed a multi-year international marketing partnership that will make Milo, Nescau and Nesquik official partners of the basketball league across 21 markets on four continents.

The partnership will take effect on 1 January 2027 and aims to engage basketball fans while encouraging youth participation in the sport.

Nestlé and NBA target youth basketball participation

The companies will develop initiatives aimed at young people and families through selected NBA youth basketball development programs and platforms. These will include Jr. NBA/Jr. WNBA, NBA Basketball School, Jr. NBA/Jr. WNBA Coaches Academies, Her Time To Play and NBA 3X.

The partnership will also extend to selected NBA events and fan engagement platforms, including NBA Global Games and NBA House.

Liberato Milo, SVP Head of Confectionery & Snacking Strategic Business Unit, Nestlé: "For decades, our brands have believed in the power of sport to bring out the best in people. From Milo sports programs to Nescau sports programs to Nesquik athlete partnerships and initiatives, we have seen how sport can energize people, build confidence and create healthy habits. Together with the NBA, we 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."

Partnership spans 21 markets across four continents

The agreement will also include retail programs and local fan experiences. These will feature NBA-branded on-pack promotions and opportunities for consumers to win NBA tickets, merchandise and other prizes.

Julie Morris, Senior Vice President of Commercial Development and Media, NBA: "Nestlé is one of the world's most recognizable brands and has a longstanding connection to consumers across the globe. We look forward to leveraging Nestlé's reach and local market presence to connect with fans in new ways and support the continued growth of basketball around the world."

Nestlé and NBA plan retail and fan activations

The partnership will be activated in Australia, Brazil, Canada, Colombia, France, Germany, Ghana, Italy, Indonesia, Malaysia, Mexico, New Zealand, Nigeria, Singapore, Spain, Thailand, Turkey, the United Kingdom, the United States and Vietnam.

The Philippines will join the partnership from October 2027, bringing the total reach to 21 markets.

www.nestle.com

www.nba.com

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