NEW YORK — Nestlé and the National Basketball Association are entering a multi-year international marketing partnership the confers “official partner of the NBA” status on the nutrition, health and wellness company’s Milo, Nescau and Nesquik brands.
The agreement, announced today, spans 21 markets across four continents and is designed to engage fans and inspire youth basketball participation around the world.
In a statement, Nestlé said its largest international brand collaboration to date reflects its strategy to focus on fewer, larger global marketing platforms that can be activated consistently across markets, ensuring local relevance.
"For decades, our brands have believed in the power of sport to bring out the best in people," said Liberato Milo, a senior vice president at Nestlé and head of its confectionary and snacking strategic business unit. "From Milo and 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."
The marketing partnership will also encompass retail programs and in-market fan experiences, including on-pack promotions featuring NBA branding and opportunities for consumers to win game tickets, merchandise and other prizes.
The partnership will activate on January 1 across Australia, Brazil, Canada, Colombia, France, Germany, Ghana, Italy, Indonesia, Malaysia, Mexico, New Zealand, Nigeria, Singapore, Spain, Thailand, Turkey, the United Kingdom, the United States, Vietnam. The Philippines will come on board next October.
