NBA Taps Milo, Nescau, Nesquik in Multi-Year Global Power Play
The NBA is adding three Nestlé brands to its sponsor lineup. Milo, Nescau and Nesquik will become Official Partners of the NBA under a new multi-year international marketing deal that takes effect Jan. 1, 2027.
The agreement covers 21 markets and aims to engage fans and inspire youth basketball participation worldwide. Nestlé calls the pact its largest international brand collaboration to date, part of a push toward fewer, larger global marketing platforms.
Nestlé NBA Partnership Targets Youth Basketball Through Jr. NBA and NBA 3X
The deal builds on a shared commitment to youth sports, giving young people and families more ways to play basketball. Activations will run through select NBA youth programs, including Jr. NBA/Jr. WNBA, NBA Basketball School and NBA 3X.
Other programs include the Jr. NBA/Jr. WNBA Coaches Academies and Her Time To Play. The partnership also extends to select NBA events and fan platforms, including NBA Global Games and NBA House.
Liberato Milo, SVP Head of Confectionery & Snacking Strategic Business Unit at Nestlé, said the brands have long viewed sport as a force for good. “For decades, our brands have believed in the power of sport to bring out the best in people.”
The brands plan to put that belief to work. “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.”
Nestlé NBA Deal Brings Ticket Giveaways and Fan Perks to 21 Markets
The partnership will also include retail programs and in-market fan experiences. On-pack promotions will feature NBA branding and give consumers chances to win NBA tickets, merchandise and other prizes.
NBA Senior Vice President of Commercial Development and Media Julie Morris framed the deal as a way to grow the game. “We look forward to leveraging Nestlé’s reach and local market presence to connect with fans in new ways and support the continued growth of basketball around the world.”
The partnership will activate in 20 markets across Asia, Europe, the Americas, Africa and Oceania, including the United States, Brazil, Nigeria and Australia. The Philippines will join in October 2027, bringing the total to 21.
Other markets include Canada, Colombia, France, Germany, Ghana, Italy, Indonesia, Malaysia, Mexico, New Zealand, Singapore, Spain, Thailand, Turkey, the United Kingdom and Vietnam. The partnership is slated to begin Jan. 1, 2027.
