Nestlé and NBA Announce Multi-Year International Marketing Partnership Across 21 Markets
Nestlé and the National Basketball Association (NBA) have announced a new multiyear international marketing partnership that will see MILO®, Nescau® and Nesquik® become Official Partners of the NBA, with the collaboration set to take effect on January 1, 2027.
The partnership spans 21 markets across four continents and represents Nestlé’s largest international brand collaboration to date. It is designed to connect millions of basketball fans with Nestlé brands while creating more opportunities for young people and families to participate in basketball and other physical activities.
For Ghana, the partnership carries particular significance as MILO builds on its long-standing commitment to grassroots sports development. The collaboration is expected to create new opportunities for young Ghanaian children to discover basketball, develop sporting skills and embrace active and healthy lifestyles.
Through the partnership, Nestlé and the NBA will activate across selected youth basketball development programs and platforms, including Jr. NBA/Jr. WNBA, NBA Basketball School, Jr. NBA/Jr. WNBA Coaches Academies, Her Time To Play and NBA 3X. The collaboration will also extend to selected NBA events and fan engagement platforms such as NBA Global Games and NBA House.
“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.”
According to Nestlé, the partnership reflects its strategy of concentrating on fewer and larger global marketing platforms that can be activated consistently across markets while maintaining local relevance. The company said basketball provides an opportunity to connect with consumers at scale while inspiring more young people and families to become active.
In Ghana, the collaboration is expected to complement MILO’s established grassroots sports initiatives, including the MILO Under 13 Champions League, which has played a role in nurturing young sporting talent over several generations.
“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,” said Myron Otoo, Category Manager for Beverages and Dairy at Nestlé Ghana.
Otoo said the NBA partnership strengthens MILO’s commitment to grassroots sports development and creates opportunities to inspire the next generation of athletes while promoting active lifestyles, confidence, character and resilience among Ghanaian children.
The partnership will also include retail programs and fan experiences in participating markets. Consumers may encounter NBA-branded packaging promotions and opportunities to win NBA tickets, merchandise and other prizes.
Julie Morris, NBA Senior Vice President of Commercial Development and Media, said Nestlé’s global reach and local market presence would help the NBA connect with fans in new ways while supporting the continued growth of basketball internationally.
The partnership will initially activate across Ghana, Australia, Brazil, Canada, Colombia, France, Germany, Italy, Indonesia, Malaysia, Mexico, New Zealand, Nigeria, Singapore, Spain, Thailand, Turkey, the United Kingdom, the United States and Vietnam. The Philippines will join the partnership from October 2027, bringing the total number of participating markets to 21.
The development further highlights the growing commercial and developmental relationship between global consumer brands and basketball, particularly through youth participation programs designed to introduce the sport to younger generations.
For Ghanaian families and young basketball enthusiasts, the partnership could provide additional opportunities to engage with NBA-branded programs and experiences while building on the country’s existing grassroots sporting infrastructure.
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