Nestlé and NBA Announce Multi-Year Partnership Across 21 Markets

Nestlé and the National Basketball Association (NBA) have announced a multi-year international marketing partnership that will make Milo, Nescau and Nesquik official partners of the NBA.

The agreement covers 21 markets across four continents, including Nigeria, and aims to engage fans and encourage youth participation in basketball. In Nigeria, Milo has supported youth basketball development for more than two decades through the Milo Basketball Championship.

The partnership, Nestlé’s largest international brand collaboration to date, reflects the company’s strategy to focus on fewer, larger global marketing platforms while ensuring local relevance. It will take effect on January 1, 2027.

The companies said they will create more opportunities for young people and families to engage with basketball. Activations will include selected NBA youth development programmes and platforms, such as Jr. NBA/Jr. WNBA, NBA Basketball School, Jr. NBA/Jr. WNBA Coaches Academies, Her Time To Play and NBA 3X. The partnership will also extend to selected 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 partnership will also include retail programmes and fan experiences in participating markets. These will feature on-pack promotions with NBA branding and opportunities for consumers to win NBA tickets, merchandise and other prizes.

Wassim Elhusseini, Managing Director and Chief Executive Officer of Nestlé Nigeria, said the agreement would build on Milo’s longstanding role in Nigerian basketball.

“Basketball has become an important part of the Milo story in Nigeria, creating opportunities for young people to participate in sport while developing values such as discipline, resilience, teamwork and self-belief. This partnership with the NBA builds on that strong foundation, connecting our longstanding commitment to basketball in Nigeria with a truly global platform. We are excited about the possibilities this creates to deepen engagement with the sport and inspire even more young people to get active, discover their potential and grow through basketball.”

Now in its 26th edition, the Milo Basketball Championship reached more than 13,000 schools across Nigeria in 2026, offering young people opportunities to compete and develop life skills through sport.

“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 also be activated in Australia, Brazil, Canada, Colombia, France, Germany, Ghana, Italy, Indonesia, Malaysia, Mexico, New Zealand, Singapore, Spain, Thailand, Turkey, the United Kingdom, the United States and Vietnam. The Philippines will join from October 2027.