Nestlé’s NBA partnership: overview
- Nestlé has signed its largest global brand collaboration
- Partnership with NBA covers 21 markets across four continents from 2027 onwards
- Milo, Nescau and Nesquik gain NBA branding fan activations globally
- Deal aims to boost youth basketball participation worldwide
- Strategy supports larger marketing platforms and stronger consumer engagement globally
Nestlé has teamed up with none other than the NBA (National Basketball Association) to make Milo, Nescau and Nesquik Official Partners.
The multi‑year deal spans 21 markets across four continents, making it Nestlé’s biggest ever international brand collab to date.
The venture, says the Swiss multinational, is designed to engage fans and expand basketball participation around the world.
It also reflects Nestlé’s strategy to “focus on fewer, larger global marketing platforms that can be activated consistently across markets, ensuring local relevance”.
It’s also part of a broader effort to engage younger consumers through shared interests and experiences that extend beyond traditional advertising.
Sport as a growth platform
Brands including Milo, Nescau and Nesquik already have strong links to physical activity and youth engagement, making basketball a natural fit as the food and beverage giant seeks to strengthen brand relevance and drive consumer engagement across key markets.
As part of the collaboration, 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 includes activations across select NBA youth basketball development programmes and platforms.
“For decades, our brands have believed in the power of sport to bring out the best in people,” says Liberato Milo, SVP head of Confectionery & Snacking Strategic Business Unit at Nestlé. “From Milo and Nescau sports programmes to Nesquik athlete partnerships and initiatives, we have seen how sport can energise 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.”
Why basketball?
Basketball’s growing international reach is also likely to have played a key role in the partnership. With the NBA continuing to expand its fan base outside North America, the sport offers Nestlé an opportunity to engage consumers across multiple regions through a single global platform while tailoring campaigns to local markets.
The partnership will include retail programmes 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 recognisable brands and has a longstanding connection to consumers across the globe,” says Julie Morris, NBA SVP 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.”
Industry trend
The agreement reflects a broader trend within food and beverage, with major brands increasingly turning to global sports partnerships to cut through a crowded media landscape and build stronger emotional connections with consumers.
By aligning with major sporting organisations, companies can extend their reach beyond traditional advertising and create immersive experiences that resonate with younger audiences.
For Nestlé, the real win will be turning basketball fandom into long-term consumer loyalty.
The agreement comes into effect on 1 January 2027.
