Nestlé and NBA’s partnership

From January 1, 2027, Milo, Nesquik and Nescau will become official National Basketball Association (NBA) partners in 21 countries across four continents. Our ambition is to inspire 2.5 million young people to take part in basketball activities over three years. This is not an audience-reach target. It is a participation target — and quality, accessible participation will be central to how we measure progress. 

Ali Abbas, Global Cocoa & Malt Beverages Lead, one of the architects behind Nestlé's partnership with the NBA

Why are Nestlé and basketball coming together now?

Basketball sits at a powerful intersection of global scale, youth culture and accessibility. You need a ball and a hoop, but not necessarily a full-sized court or a large team. The game can move easily from an arena to a school or neighborhood court.

Its influence also reaches beyond sport. Basketball connects with music, fashion, film and street culture, giving it particular relevance for younger generations. For brands with decades of history like Nestlé’s, participating credibly in that culture helps us remain contemporary without losing the local connections that made them successful.

There is also a wider need to help younger people find enjoyable ways to be active. The World Health Organization estimates that 81% of adolescents aged 11 to 17 are not getting enough exercise. Creating more accessible opportunities to play matters.

During my years working with Milo in Vietnam, I attended dozens of community sports events. Early on weekend mornings, children and teenagers would arrive ready to play. The energy — and the way it brought people together — was remarkable.

What stayed with me was the continuity. Milo had supported some programs for decades. I even met professional athletes who had taken part as children and were now bringing their own families. It showed me how sport can build confidence, resilience and belonging — and why long-term commitment matters.

How does the NBA partnership fit with Nestlé’s broader strategy?

The partnership reflects Nestlé’s move toward fewer, bigger and better marketing platforms. Rather than spreading investment across many smaller activities, we can unite markets behind a shared mission, create synergies across media, promotions and retail, and still adapt execution to local needs.

We are already seeing the value of this approach through KitKat’s global Formula 1 partnership, which is rolling out across 30 countries. Both collaborations give our brands a scalable platform and help create stronger experiences for consumers and retailers. But there is an important difference: Formula 1 is primarily audience-led, while basketball allows people to participate directly.

How does this partnership go beyond sponsorship?

Traditional sponsorship often starts with media visibility and logo placement. Those elements will form part of this partnership, but they are not its centre of gravity. Our starting point is movement: helping more young people connect with basketball, learn through it and play it.

We will combine established NBA initiatives with new and existing local programs. Depending on the market, that could include Jr. NBA, Her Time To Play, 3x3 basketball, sports clinics, coaching programs and regional events. Fans will also encounter the partnership through NBA-themed packaging, merchandise, promotions, digital content, retail activations and hospitality.

The aim is to create value on three levels: Young people gain opportunities for movement, learning and connection. The NBA can extend its engagement in markets where our brands have strong community roots. And our brands can become more culturally relevant by contributing to basketball participation rather than simply appearing beside the game

Why were Milo, Nescau and Nesquik the chosen brands?

Milo and Nescau bring longstanding associations with sport, energy and encouraging young people to move. Nesquik brings its unique idea of fun with purpose — fuelling the enjoyment of play and motion. The shared ambition is participation and connection with young people; the tone, storytelling and activation will remain true to each brand.

This cannot be a one-size-fits-all program. Where Milo and Nescau have established sports platforms, activity may lean toward grassroots programs, clinics and coaching. In markets with high NBA awareness and digital engagement, retail, shopper media and fan experiences may play a larger role.

Starting January 2027, Milo, Nescau and Nesquik will become Official Partners of the National Basketball Association (NBA)

The principle is simple: global inspiration, local activation. NBA expertise, coaches and regional events can connect local players with a wider basketball community. But individual markets and brands will determine how the partnership comes to life for the people they know best.

What does success look like for this partnership?

We will judge the partnership through a balanced scorecard. Participation comes first: did we provide meaningful basketball experiences for 2.5 million young people? We will also assess engagement with the campaign, brand equity, business growth, household penetration and the value created with retailers.

The most important outcome, however, is bigger than visibility. Sport can bring out the best in young people: confidence to try, resilience to continue, creativity in how they play and a sense of belonging to something larger.

If, three years from now, more young people are not only watching basketball but learning, playing and connecting through it — and our brands have earned a more relevant place in their lives — that will be a powerful measure of success.