In an era of growing cross-industry collaborations, Nestlé has entered into its largest such venture yet, signing a major deal with NBA basketball across flagship brands, writes Neill Barston.

The Swiss-headquartered business has linked up with the premiere US  organisation, with its Milo, Nescau and Nesquik platforms becoming official partners for the key sporting association.

As the food giant noted, the move is seen as a key measure as part of an underlying drive to inspire fans and promote greater levels of youth basketball participation around the world.

The company’s choice of engaging with the sport marks it out from some of its competitors, who have most recently been seen with high profile engagements surrounding the recent football world cup, as well confectionery brands also finding a footprint aligned with the US Superbowl.

For its part, Nestlé’s latest deal stands as its largest international brand collaboration to date, the partnership reflects the company’s strategy to focus on fewer, larger global marketing platforms that can be activated consistently across markets, ensuring local relevance.

It applies to its core chocolate-linked beverage divisions including Milo choc malt mixes, Brazil’s Nescau chocolate milk series, and Nesquik. 

As part of the collaboration from the start of Januar,y Nestlé and the NBA will build on a shared commitment to youth participation in sport by creating more opportunities for young people and families to engage with basketball. This will include activations across select NBA youth basketball development programs and platforms, including Jr. NBA/Jr. WNBA, NBA Basketball School, Jr. NBA/Jr.
WNBA Coaches Academies, Her Time To Play and NBA 3X, and will extend
across select NBA events and fan engagement platforms, including NBA
Global Games and NBA House.

“For decades, our brands have believed in the power of sport to bring out the
best in people,” said Liberato Milo, SVP Head of Confectionery & Snacking
Strategic Business Unit at Nestlé. “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 NBA tickets, merchandise
and other prizes.

“Nestlé is one of the world’s most recognizable brands and has a
longstanding connection to consumers across the globe,” said Julie Morris,
NBA Senior Vice President of Commercial Development and Media. “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 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 – with the Philippines joining from October 2027.