Nestlé and NBA launch multi-year international marketing partnership

Nestlé Deutschland AG and the National Basketball Association (NBA) have announced a multi-year international marketing partnership that will commence on January 1, 2027. This collaboration will span 21 countries across four continents. Within Germany, Nestlé's brand NESQUIK will serve as an Official Partner of the NBA. Globally, in addition to NESQUIK, the Nestlé brands MILO and NESCAU will also be included in the partnership across select markets.

This initiative represents Nestlé's largest international brand collaboration to date and aligns with the company's strategy to concentrate on fewer, larger global marketing platforms that can be implemented consistently worldwide while remaining locally relevant. The partnership aims to leverage the shared appeal of the brands to connect with basketball fans globally and capitalize on the sport's growing popularity.

The marketing partnership will feature various in-store activations, including on-pack promotions with NBA branding and sweepstakes offering consumers chances to win fan merchandise and other prizes. Nestlé intends to enhance its brand visibility and reach new consumer demographics through this association with the globally recognized basketball league.

Markets included in the partnership are Australia, Brazil, Canada, France, Germany, Ghana, Indonesia, Italy, Colombia, Malaysia, Mexico, New Zealand, Nigeria, Singapore, Spain, Thailand, Turkey, the United Kingdom, the United States, and Vietnam. The collaboration is scheduled to begin in the Philippines in October 2027. This strategic alliance is expected to foster brand growth for Nestlé and support the NBA's expansion efforts in new territories.