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Nestl\u00e9 and the National Basketball Association (NBA) have announced a multi-year international marketing partnership covering 21 markets across four continents, including Nigeria.<\/p>\n Under the agreement, Nestl\u00e9 brands Milo, Nescau and Nesquik will become Official Partners of the NBA.<\/p>\n The partnership, which takes effect on Jan. 1, 2027, will include activations across selected NBA youth basketball development programmes and platforms.<\/p>\n Nestl\u00e9 said the agreement was its largest international brand collaboration to date, reflecting its strategy of focusing on fewer and larger global marketing platforms.<\/p>\n The partnership is designed to engage basketball fans and encourage youth participation in sport across the participating markets.<\/p>\n In Nigeria, the collaboration will build on Milo\u2019s more than two-decade support for youth basketball development through the Milo Basketball Championship.<\/p>\n Nestl\u00e9 said the partnership would provide opportunities to inspire more young people and families to become active through basketball.<\/p>\n The collaboration will include selected NBA youth development programmes, including Jr. NBA\/Jr. WNBA, NBA Basketball School and Jr. NBA\/Jr. WNBA Coaches Academies.<\/p>\n It will also feature Her Time To Play and NBA 3X, as well as selected NBA events and fan engagement platforms.<\/p>\n These will include NBA Global Games and NBA House, according to the companies.<\/p>\n Liberato Milo, Nestl\u00e9\u2019s Senior Vice President and Head of Confectionery and Snacking Strategic Business Unit, said sport had long been central to the company\u2019s brands.<\/p>\n \u201cFor decades, our brands have believed in the power of sport to bring out the best in people,\u201d Milo said.<\/p>\n He said the partnership would enable Nestl\u00e9 and the NBA to connect with consumers at scale and create locally relevant experiences.<\/p>\n He added that the collaboration would also inspire more young people and families to get active and enjoy basketball.<\/p>\n The partnership will further include retail programmes and in-market fan experiences, including on-pack promotions featuring NBA branding.<\/p>\n Consumers will also have opportunities to win NBA tickets, merchandise and other prizes through the promotions.<\/p>\n Wassim Elhusseini, Managing Director and Chief Executive Officer of Nestl\u00e9 Nigeria, said basketball had become an important part of the Milo story in Nigeria.<\/p>\n \u201cBasketball has become an important part of the Milo story in Nigeria, creating opportunities for young people to participate in sport,\u201d Elhusseini said.<\/p>\n He said the sport had also helped young people develop values including discipline, resilience, teamwork and self-belief.<\/p>\n According to him, the partnership connects Nestl\u00e9 Nigeria\u2019s longstanding commitment to basketball with a global platform.<\/p>\n Elhusseini said the collaboration would help deepen engagement with basketball and inspire more young people to get active and discover their potential.<\/p>\n The Milo Basketball Championship, now in its 26th edition, reached more than 13,000 schools across Nigeria in 2026.<\/p>\n Nestl\u00e9 said the championship provided young people with opportunities to participate in competitive basketball while developing important life skills through sport.<\/p>\n Julie Morris, NBA Senior Vice President of Commercial Development and Media, said Nestl\u00e9 had a longstanding connection with consumers across the globe.<\/p>\n She said the NBA looked forward to leveraging Nestl\u00e9\u2019s reach and local market presence to connect with fans and support basketball\u2019s continued growth globally.<\/p>\n The partnership covers Australia, Brazil, Canada, Colombia, France, Germany, Ghana, Italy, Indonesia, Malaysia, Mexico and New Zealand.<\/p>\n Other participating markets are Singapore, Spain, Thailand, Turkey, the United Kingdom, the United States and Vietnam.<\/p>\n The Philippines will join the partnership from October 2027.<\/p>\n M.P<\/p>\n Tags: NBA Partnership<\/a> Nestle<\/a><\/p>\n \n\t\tPost navigation<\/p>\n
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