The NBA will bring Nestlé’s Milo, Nescau and Nesquik brands into its international partner group beginning Jan. 1, 2027, with the multiyear deal set to run across 21 markets on four continents. The arrangement is Nestlé’s largest global brand collaboration to date and is built around youth participation, local fan events and retail promotions tied to the league.
| Partnership detail | Figure |
|---|---|
| Initial markets | 21 |
| Continents covered | 4 |
| Start date | Jan. 1, 2027 |
| Philippines launch | October 2027 |
Nestlé brands join NBA youth and fan programs
Milo, Nescau and Nesquik will become Official Partners of the NBA through a deal that reaches Australia, Brazil, Canada, Colombia, France, Germany, Ghana, Italy, Indonesia, Malaysia, Mexico, New Zealand, Nigeria, Singapore, Spain, Thailand, Turkey, the United Kingdom, the United States and Vietnam. The Philippines will be added in October 2027.
The partnership is expected to have a significant grassroots component. Nestlé and the league plan to work through selected youth initiatives including Jr. NBA/Jr. WNBA, NBA Basketball School, Jr. NBA/Jr. WNBA Coaches Academies, Her Time To Play and NBA 3X.
The brands also will be present at selected NBA Global Games, NBA House events and other fan-facing league platforms. Retail plans include NBA-branded packaging, market-specific activations and consumer contests offering tickets, merchandise and additional prizes.
Focus stays on access and participation
Liberato Milo, Nestlé’s senior vice president and head of its Confectionery & Snacking Strategic Business Unit, said the companies see basketball as a way to create activity-based experiences for young people and families.
“For decades, our brands have believed in the power of sport to bring out the best in people,” Milo said. “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.”
Julie Morris, the NBA’s senior vice president of commercial development and media, pointed to Nestlé’s broad consumer reach and local presence in the participating countries. She said the league intends to use that footprint to find new ways to reach fans while continuing basketball’s international growth.
