Nestlé signs largest-ever brand partnership with the NBA

Nestlé ties its Milo, Nescau, and Nesquik brands to the NBA worldwide. Starting in 2027, the multi-year agreement will cover 21 markets on four continents, marking the largest international brand partnership in the group’s history. Through the deal, Nestlé aims to reach basketball fans and encourage more young people to play basketball.

Basketball as a lever

The chocolate drinks Milo, Nescau, and Nesquik will all become official partners of the National Basketball Association. The partnership aligns with Nestlé’s strategy of focusing on fewer but larger global marketing platforms. Nestlé also aims to engage younger consumers through shared interests and experiences that go beyond traditional advertising. Sports fit perfectly into this strategy, as the three brands have long been associated with physical activity and young people.

“From Milo and Nescau’s sports programs to Nesquik’s partnerships and initiatives with athletes: we’ve seen how sports can energize people, build self-confidence, and foster healthy habits. Together with the NBA, we will use the power of basketball to connect with consumers on a large scale, create locally relevant experiences, and inspire more young people and families to get active and enjoy the game,” says Liberato Milo, SVP and Head of the Strategic Business Unit Confectionery & Snacking at Nestlé.

The partnership also includes retail promotions and fan experiences in local markets. Packaging will feature NBA branding, and consumers will have opportunities to win NBA tickets, merchandise, and other prizes. For the NBA, Nestlé’s global reach is a way to promote the NBA outside of North America.