This week’s BL Business Branding Newsletter takes a look at a new and creative international marketing partnership between Nestlé and the National Basketball Association (NBA). Under the multi-year agreement, Nestlé’s Milo, Nescau, and Nesquik brands will become official NBA partners, creating new opportunities to connect with basketball fans and families worldwide.
The partnership, which takes effect January 1, 2027, will span 21 markets across four continents, bringing together Nestlé’s established consumer brands and the NBA’s global sports platform to promote youth participation in basketball and expand fan engagement. Planned initiatives include activations through youth development programs such as Jr. NBA/Jr. WNBA, NBA Basketball School, and Her Time To Play, as well as select NBA events and fan experiences, including NBA Global Games and NBA House. The collaboration will also extend to retail promotions and co-branded packaging featuring NBA branding, giving consumers opportunities to win tickets, merchandise, and other prizes.
For Nestlé, the agreement represents its largest international brand collaboration to date and puts the company in a position to make a bigger play in sports marketing. The partnership builds on Nestlé’s existing sports initiatives and creates opportunities to connect its brands with consumers through basketball-related experiences, locally relevant campaigns, and youth sports programs. The NBA will benefit from Nestlé’s extensive global presence and established relationships with consumers, helping the league reach a new audience.
By combining high end product branding with youth programs, retail promotions, and live events, both organizations can build stronger connections with consumers beyond traditional advertising. This partnership shows how brands can creatively team up to create more engaging experiences, extending their reach and brands well beyond the sidelines.
What Can Businesses Learn From This?
This partnership shows how strategic brand collaborations can help businesses increase visibility and reach audiences they might not otherwise engage. By aligning with an organization that shares relevant audiences or values, companies can strengthen brand recognition and create new opportunities to connect with consumers and increase their revenues.
Businesses should ensure that a partnership aligns with their brand identity and marketing objectives. Licensing agreements are important when collaborations involve trademarks, logos, packaging, or other intellectual property. Establishing clear guidelines for brand use, quality control, and promotional activities and careful financial monitoring can help protect each party’s intellectual property, prevent disputes, and ensure both businesses get the most benefits out of the partnership.
Curious about how licensing or brand partnerships can help your business grow? Our BL Trademark Team is here to help. Reach out to Seth Berenzweig at sberenzweig@berenzweiglaw.com.