Nestlé Just Made Its Biggest Bet Ever, and It's Wearing a Jersey
Milo, Nescau, and Nesquik are becoming official NBA partners in the food giant's largest global brand collaboration to date, spanning 21 markets.
Nestlé announced its largest-ever international brand partnership this week: a multi-year marketing deal with the NBA covering 21 markets across four continents that takes effect January 1. Milo, Nescau, and Nesquik all become official NBA partners, with retail programs, on-pack promotions, fan experiences, and youth basketball activations attached.
Liberato Milo, who leads Nestlé's confectionery and snacking strategic business unit, said the brands have "long believed in the power of sport to bring out the best in people." NBA senior vice president Julie Morris framed the deal as a way to use Nestlé's local market presence to grow the game globally, which is corporate-speak for: three chocolate milk brands are about to be everywhere basketball is played, from Lagos to Mumbai.
The timing is not an accident. The NBA has been steadily expanding its global marketing machine for exactly this kind of multi-market, multi-brand deal, and a century-and-a-half-old Swiss food company with household names in dozens of countries is about as safe a global bet as the league could make.
Source: FoodNavigator
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
