Nestlé is to become a partner of the North American basketball league, the NBA
Keystone-SDA
The Swiss food giant Nestlé has signed a multi-year international marketing partnership with the National Basketball Association (NBA). The deal covers 21 markets across four continents.
As part of the partnership, Nestlé brands Milo, Nescau and Nesquik will become official NBA partners from early 2027. The agreement will also include joint initiatives through the league’s youth programmes and at selected NBA events.
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The NBA and its brands will also feature in Nestlé promotional campaigns. Plans include using NBA logos on product packaging, as well as competitions offering tickets and merchandise.
Nestlé has not disclosed the financial terms of the deal.
The partnership will begin on January 1, 2027 in a number of countries, including the US, Canada, Brazil, Germany, France and the UK. The Philippines will join the programme in October 2027.
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The NBA is North America’s leading professional basketball league and one of the world’s best-known sports leagues. It consists of 30 teams, 29 based in the US and one, the Toronto Raptors, in Canada. Founded in 1946, the league has grown into a global sports brand, with stars such as Michael Jordan, LeBron James and Stephen Curry helping to raise its international profile.
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Translated from German, reviewed by an English Department journalist.
