Nestlé Teams Up with NBA in its Largest Ever Partnership

On 7 October, Nestlé confirmed its marketing partnership with the NBA – Nestlé’s biggest ever collaboration.

Taking effect from 1 January 2027, Nestlé’s Milo, Nesquik and Nescau brands will officially become NBA partners.

The aim for this partnership is to create value in three areas – it will help young people gain opportunities for movement, learning and connection.

With two of the biggest brands teaming up, the campaign will centralise around creating a unified community, encouraging people to try new things, bring creativity to how they play a sport.

Why Nestlé and the NBA?

What seems to be a unique crossover is actually a tactical positioning. The partnership reflects the brand’s strategy to focus on fewer, larger global marketing platforms that can be activated consistently across markets and keeping local relevance.

Activating across 21 markets across the world, the multi-year partnership will build on encouraging youth participation in sport by creating more opportunities for young people and their families to engage with basketball.

A press release from Nestlé highlights that basketball sits at a powerful intersection of global scale and accessibility. Not much is needed to play the game and it is one of the few sports that can be played solo.

Liberato Milo, SVP Head of Confectionary & Snacking Strategic Business Unit at Nestlé says: “For decades, our brands have believed in the power of sport to bring out the best in people. 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.”

A brand like Nestlé, with decades of history and relevance, participating in basketball culture maintains the brand’s contemporary positioning without losing its roots. Basketball is also present in the art industries, like music and fashion, bringing more brand awareness to Nestlé.

The ambition to get people active

A report by the World Health Organisation reveals that approximately 81% of young people aged 11-17 are not getting a sufficient amount of exercise. This partnership is striving to change that.

Outlining a mission to inspire 2.5 million young people to take part in basketball activities across the next three years. 

This will be enforced through various activations across select NBA development programmes and platforms like Jr. NBA and NBA Basketball School across the 21 markets, which spans four continents.

The marketing partnership will also be supported with retail campaigns and fan experiences, including on-pack promotions featuring NBA branding and opportunities for consumers to win NBA tickets, merchandise and other prizes.

Who are Nestlé's key partners?
 

• Nespresso – Nespresso is Nestlé's premium portioned-coffee brand, launched in 1986 and built around aluminium capsules and a boutique-and-online sales model. Known for its high-profile partnerships, including long-running ties with actor George Clooney, it operates in over 80 markets and is a major profit driver for Nestlé.
• L'Oréal – Nestlé has been L'Oréal's largest shareholder since 1974, when it bought a stake from the Bettencourt family's circle of investors. It holds roughly 20% of the beauty giant, which provides Nestlé a significant stream of dividends and a long-standing strategic link to the cosmetics industry.
• Starbucks – Nestlé and Starbucks formed the Global Coffee Alliance in 2018, when Nestlé paid about $7 billion for perpetual rights to market Starbucks' packaged coffee and tea outside its cafés. Products include Starbucks-branded capsules, roasted beans and ready-to-drink coffees sold in grocery stores worldwide.