Key facts
- Nestle's cocoa and malt drinks business signed a sponsorship deal with the NBA.
- The deal spans 21 countries across four continents.
- Nestle aims to get at least 2.5 million young people physically active through the partnership.
- The NBA reaches fans in 214 countries and territories globally.
- Consumer packaged goods brands account for about 18% of global sports sponsorship spending.
Nestle is expanding its marketing reach with its largest international sponsorship deal to date, partnering its cocoa and malt drinks business with the National Basketball Association (NBA). The move is part of a broader trend among consumer goods companies to leverage sports to connect with younger, health-conscious demographics.
Ali Abbas, who leads Nestle's cocoa and malted beverages division, stated that the partnership aligns with the company's mission to market its products as healthy and encourages physical activity. He noted that the deal, which covers 21 countries across four continents, aims to engage at least 2.5 million young people in sports and promote the nutritional aspects of brands like Milo, Nesquik, and Nescau.
The NBA, with its global reach across 214 countries and territories and a massive social media following, offers a platform for integrated, multi-market programs that appeal to fragmented younger audiences. Sponsorship marketing experts suggest that brands are increasingly using sports partnerships for measurable campaigns that extend beyond traditional advertising into broader cultural relevance and community engagement.
This NBA deal follows Nestle's recent marketing partnership between its KitKat brand and Formula 1 for 2025-2028, aimed at increasing global reach and appeal among consumers under 30. This marks a shift for the company, which historically relied on country-specific agreements rather than global marketing deals.