Nestlé and NBA announce global marketing partnership

Nestlé has entered into a multi-year international marketing partnership with the National Basketball Association (NBA). Starting January 1, 2027, Nestlé brands Milo, Nesquik, and Nescau will become official partners of the league.

The collaboration will initially span 20 markets across four continents, including the United States, Canada, Brazil, France, Germany, and the United Kingdom, with the Philippines joining in October 2027. The agreement aims to expand basketball participation and strengthen fan engagement through youth programs, such as Jr. NBA and Jr. WNBA, as well as NBA Basketball School and Coaches Academies.

Consumer activations will include NBA-branded product packaging and retail promotions offering prizes such as tickets and official merchandise. Nestlé executives stated the partnership seeks to leverage the power of basketball to inspire young people and families to stay active and develop healthy habits.