Nestlé partners with the NBA across 21 markets

Nestlé announced on October 7, 2026, a multi-year international marketing partnership with the National Basketball Association across 21 markets on four continents. The collaboration will activate in 20 national markets on January 1, 2027, featuring beverage brands such as Milo, Nescau, and Nesquik.

Through its joint youth programs with the league, Nestlé aims to encourage 2.5 million young people to get physically active. The deal taps into the NBA global reach, which spans 214 countries and territories alongside 2.5 billion likes and followers on social media, where 75% of the league audience resides outside the United States.

The agreement broadens the sports marketing footprint for Nestlé following its Formula 1 campaign with KitKat. Internal research showed that racing partnership produced a 12% increase in consumers willing to purchase KitKat, a 10% rise in willingness to recommend the brand, and a 9% lift in shoppers naming it their favorite brand. A racecar-shaped KitKat bar reached an audience of 500 million people within 30 days of launch.

According to estimates from WPP Media, sports sponsorships account for 70% to 75% of all global corporate sponsorship spending. Consumer packaged goods companies represent 18% of total sports sponsorship spending worldwide and in the United States.