Nestlé and the NBA are entering a new, multi‑year international partnership, making Milo, Nesquik and Nescau the official partners of the NBA.
The National Basketball Association (NBA) and Nestlé have jointly announced a comprehensive international marketing partnership designating Milo, Nescau, and Nesquik as Official Partners of the NBA. This multiyear agreement encompasses 21 markets distributed across four continents and aims to foster fan engagement while promoting youth basketball participation globally. The partnership constitutes Nestlé’s most significant international brand collaboration to date and becomes effective on January 1, 2027.
As part of this strategic collaboration, Nestlé, and the NBA will leverage their mutual dedication to youth sports participation by establishing enhanced opportunities for young people and families to participate in basketball activities. These initiatives will encompass activations integrated with select NBA youth basketball development initiatives and platforms, including Jr. NBA/Jr. WNBA, NBA Basketball School, Jr. NBA/Jr. WNBA Coaches Academies, Her Time To Play, and NBA 3X, alongside select NBA events and fan engagement platforms such as NBA Global Games and NBA House.
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BREAKING: #Nestlé signs biggest-ever global brand deal with #NBA
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“Throughout the decades, our brands have championed the transformative power of sport to unlock human potential,” stated Liberato Milo, Senior Vice President and Head of Confectionery & Snacking Strategic Business Unit at Nestlé. “Through Milo and Nescau sports initiatives to Nesquik athlete partnerships and programs, we have demonstrated how sport can invigorate individuals, strengthen self-confidence, and foster healthy lifestyle choices. In partnership with the NBA, we will harness basketball’s influence to connect with consumers extensively, develop culturally relevant experiences, and motivate increased youth and family participation in physical activity and basketball engagement.”
The marketing partnership will additionally incorporate retail initiatives and localised fan experiences, including product packaging promotions displaying NBA branding and consumer opportunities to obtain NBA event tickets, branded merchandise, and supplementary rewards.
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