Nestlé and NBA Launch Multi-Year International Marketing Partnership
Nestlé partners with the NBA to promote youth basketball and engage consumers across 21 global markets starting January 1, 2027.
The National Basketball Association and Nestlé have entered into a multi-year international marketing partnership scheduled to begin on January 1, 2027. This agreement marks the largest international brand collaboration in the history of Nestlé, designating the brands Milo, Nescau, and Nesquik as Official Partners of the NBA.
The partnership spans 21 markets across four continents, including Canada, Brazil, the United States, and various nations in Asia and Europe. The Philippines is slated to join the initiative in October 2027. The collaboration focuses on increasing youth participation in basketball through programs such as NBA 3X, NBA Basketball School, and Jr. NBA/Jr. WNBA.
Beyond youth sports, the agreement includes retail programs featuring on-pack promotions and fan experiences that offer tickets and merchandise. Nestlé intends to use the global platform to maintain local relevance while connecting with consumers at scale. Liberato Milo, Nestlé's SVP Head of Confectionery & Snacking Strategic Business Unit, stated that the company will use the power of basketball to inspire families and young people to get active.
