Nestlé Partners with NBA to Boost Youth Basketball Engagement

Nestlé and the NBA announced a multi-year international marketing partnership, designating Milo, Nescau, and Nesquik as official partners of the NBA. This agreement covers 21 markets across four continents, including Nigeria, and aims to engage fans and promote youth basketball participation.

In Nigeria, Milo has a longstanding commitment to youth basketball development, exemplified by the Milo Basketball Championship, and this partnership seeks to expand that legacy. The collaboration will commence on January 1, 2027, and will focus on creating opportunities for young people and families to engage with basketball through various programs, including Jr. NBA/Jr. WNBA and NBA Basketball School.

Liberato Milo, SVP Head of Confectionery & Snacking Strategic Business Unit at Nestlé, stated that the partnership will leverage the power of sport to inspire active lifestyles among consumers. The marketing initiative will also include retail programs and fan experiences featuring NBA branding and promotional opportunities.