Nestlé has signed a multi-year international marketing partnership with the NBA, expanding its global basketball campaign to 21 markets including Nigeria. The agreement takes effect on 1 January 2027 and links the food and beverage giant's Milo, Nescau and Nesquik brands with youth development and fan engagement activities run alongside the NBA.
The deal covers selected NBA events and platforms such as NBA Global Games and NBA House, as well as youth-focused initiatives including Jr. NBA, Jr. WNBA, NBA Basketball School, coaches' academies, Her Time To Play and NBA 3X. Nestlé plans to roll out retail promotions featuring NBA-themed packaging, alongside prize draws for tickets and merchandise.
In Nigeria, the partnership builds on Milo's existing grassroots presence. The Milo Basketball Championship, now in its 26th edition, reportedly reached more than 13,000 schools across the country in 2026.
"The NBA partnership would build on Milo's established connection with basketball and create further opportunities to engage young people," said Wassim Elhusseini, managing director and chief executive officer of Nestlé Nigeria. Specific local activation plans have yet to be announced.
The 21-market rollout covers 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, with the Philippines scheduled to join in October 2027.
