Nestlé and the National Basketball Association (NBA) have announced a new multi-year international marketing partnership that will make MILO, Nescau and Nesquik Official Partners of the NBA, beginning January 1, 2027.
The partnership, Nestlé’s largest international brand collaboration to date, will span 21 markets across four continents and focus on engaging basketball fans while creating more opportunities for children and families to participate in the sport.
As part of the agreement, Nestlé and the NBA will support youth basketball programmes and initiatives, including Jr. NBA/Jr. WNBA, NBA Basketball School, Coaches Academies, Her Time To Play and NBA 3X, as well as selected NBA events and fan-engagement platforms.
The collaboration will initially cover Ghana, Australia, Brazil, Canada, Colombia, France, Germany, Italy, Indonesia, Malaysia, Mexico, New Zealand, Nigeria, Singapore, Spain, Thailand, Türkiye, the United Kingdom, the United States and Vietnam, with the Philippines joining in October 2027.
In Ghana, the partnership will strengthen MILO’s longstanding commitment to grassroots sports development, building on programmes such as the MILO Under 13 Champions League, which has helped nurture young sporting talent across the country.
Category Manager for Beverages and Dairy at Nestlé Ghana, Myron Otoo said the partnership would create new opportunities for Ghanaian children to discover and develop their potential through basketball while promoting active and healthy lifestyles.
“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,” Mr Otoo said.
He sad the global partnership will also feature retail promotions, NBA-branded packaging, fan experiences and opportunities for consumers to win NBA tickets, merchandise and other prizes.
“This is an exciting moment to further democratize access to basketball and create more opportunities for children across Ghana to discover and develop their potential through sport.”
“Together, we are opening up a new world of possibilities for the Ghanaian child—using the power of sport to inspire the next generation of athletes, encourage active and healthy lifestyles, and reinforce the important role sport plays in building confidence, character and grit,” he added.
