Nestlé and NBA announce multi-year international marketing partnership
The multi-year deal makes Milo, Nescau and Nesquik official NBA partners and includes youth programs, retail promotions and fan experiences.
- On Wednesday, Nestlé announced a multi-year marketing partnership with the National Basketball Association , making Milo, Nescau, and Nesquik official partners across 21 markets on four continents effective January 1, 2027.
- This collaboration reflects Nestlé's strategy to focus on fewer, larger global marketing platforms that can be activated consistently across markets, ensuring local relevance while engaging younger consumers through shared interests.
- Ali Abbas, who leads Nestlé's cocoa and malted beverages business, told Reuters the partnership aims to get at least 2.5 million young people physically active, stating, "This is what we are after: youth, culture, penetration and relevance with future generations."
- Competitors including PepsiCo, Coca-Cola, and Unilever have pursued similar sports partnerships in recent years; ad giant WPP estimates sport attracts 70% to 75% of global sponsorship dollars, with consumer goods companies accounting for about 18% of spending.
- Activations will include on-pack promotions and NBA events, building on Nestlé's successful KitKat partnership with Formula 1, which established the company's first global marketing deal rather than separate country-by-country agreements.
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PR Newswire
Nestlé and NBA announce multi-year international marketing partnership
/PRNewswire/ -- Nestlé and the NBA are entering a new, multi‑year international marketing partnership making Milo, Nescau and Nesquik Official Partners of the...
Multi-year agreement covers 21 markets on four continents and marks Nestlé's largest international brand collaboration to date Milo®, Nescau® and Nesquik® will become official partners of NBA Marketing Partnership includes activations in selected NBA Youth Basketball Development programs and platforms A National Basketball [...] Post NBA and Nestlé announces multi-year international marketing partnership appeared first in JW News.
On Tuesday 6 October, the 13 EuroLeague shareholder clubs rejected the NBA's offer. The next day, the US league announced a partnership with Nestlé in 21 countries. Both announcements were not answered. [...]
Nestlé and NBA Team Up for UK Retail Activations as Basketball Grows
Nestlé is partnering with the NBA in a new multi-year international marketing deal that will see Milo, Nescau and Nesquik become official partners of the basketball league, with activations planned in the UK from January.The partnership, which comes into effect on 1 January 2027, spans 21 markets across four continents and will include retail programmes, on-pack promotions and consumer competitions offering NBA tickets, merchandise and other pri…
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