Nestlé Brands Sign Multi-Year Global Partnership with NBA
Starting January 1, 2027, the NBA will launch an expansive marketing collaboration with Nestlé, positioning Milo, Nescau, and Nesquik as official partners. The agreement, which marks the largest international brand deal in Nestlé’s history, covers 21 markets across four continents and focuses heavily on youth sports development.
The deal signals a shift in Nestlé’s marketing strategy toward fewer, high-impact global platforms that maintain local relevance. By aligning with the NBA, the company intends to integrate its beverage brands into basketball culture through grassroots initiatives, including the Jr. NBA/Jr. WNBA programs, the Her Time To Play initiative, and various regional basketball schools.
Beyond youth development, the partnership includes retail-level activations such as on-pack promotions, prize giveaways, and fan experiences at events like NBA Global Games. Liberato Milo, senior vice president at Nestlé, noted that the collaboration leverages the company's long-standing history of sports-linked programs to encourage healthy habits and consumer engagement. Julie Morris, NBA senior vice president of commercial development, highlighted the scale of the partnership as a primary vehicle for deepening the league's international reach. The initiative will roll out across 20 countries immediately, with the Philippines joining the roster in October 2027.
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