Nestlé bets on NBA to win over next generation of consumers

Nestlé is making its biggest international brand collaboration to date, striking a multi-year deal with the NBA across 21 markets as the FMCG giant looks to strengthen its connection with younger consumers.

The partnership brings together three of its cocoa and malt beverage brands, MILO, NESQUIK and NESCAU, under a global sports marketing arrangement spanning four continents.

The deal reflects a shift towards fewer, larger international marketing platforms that can deliver scale while allowing individual brands to tailor campaigns to local markets.

Partnerships will take in retail programs and in-market fan experiences, on-pack promotions featuring NBA branding and opportunities for consumers to win NBA tickets and merchandise.

Markets include Australia and a host of key APAC markets including Indonesia, New Zealand, Singapore, Thailand, Vietnam, with the Philippines joining from October 2027.

“Nestlé is one of the world’s most recognizable brands and has a longstanding connection to consumers across the globe,” said Julie Morris, NBA Senior Vice President of Commercial Development and Media.

In Australia and New Zealand, MILO will activate the partnership from 1 January 2027, targeting younger basketball fans through retail promotions, fan experiences and youth participation initiatives. Nestle said the local opportunity is substantial. Around 1.3 million Australians participate in basketball, making it the country's second-largest team participation sport, according to figures cited by Nestlé.

Globally, Nestlé wants the partnership to encourage at least 2.5 million young people to become physically active.

Ali Abbas, who leads Nestlé's cocoa and malt beverages business, told Reuters the deal was about building cultural relevance and commercial growth among younger generations.

“This is what we are after: youth, culture, penetration and relevance with future generations,” Abbas said.

The NBA provides a sizeable platform for that ambition, with more than 2.5 billion social media followers and likes globally, and more than three-quarters of its audience outside the United States.

The partnership will also extend into youth basketball programs including Jr. NBA/Jr. WNBA, NBA Basketball School and Her Time To Play, alongside retail activations and selected NBA events.

Nestlé general manager dairy and beverages Martin Brown said the Australian partnership builds on MILO's longstanding connection with grassroots sport.

“That's why we're thrilled to partner with the NBA, not only globally for scale of impact, but on the ground in Australia and New Zealand, to delight local fans,” Brown said.

The deal follows Nestlé's global Formula 1 partnership for KitKat, announced in 2024, as the company increasingly turns to major international sporting properties to reach younger consumers.