Milo Malaysia takes youth sports development to the next level through NBA partnership
NESTLE and the National Basketball Association (NBA) are entering a new, multi‑year international marketing partnership, making Milo, alongside other Nestle brands, official partners of the association.
The agreement spans 21 markets across four continents and is designed to engage fans and inspire youth basketball participation around the world.
It will come into effect on Jan 1, 2027.
The marketing partnership will also encompass retail programmes and in-market fan experiences, including on-pack promotions featuring NBA branding and opportunities for consumers to win game tickets, merchandise and other prizes.
In Malaysia, the partnership builds on Milo’s longstanding commitment to sport and youth development.
For more than 70 years, the brand has supported young Malaysians across a wide range of sports, including basketball, through grassroots programmes, coaching and competitive platforms that enable them to participate, develop their skills and make progress in their sporting journeys.
The partnership with the NBA builds on this foundation, with Milo aiming to bring the excitement of basketball closer to young Malaysians.
“For generations, Milo has remained committed to supporting young Malaysians through sport, and we are proud to build on this journey through our partnership with the NBA.
“What excites us is the potential to turn the global appeal of basketball into greater participation here at home.
“We hope to inspire more young Malaysians to get active, experience the game for themselves and see where their passion for basketball can take them,” said Milo Malaysia business executive officer Ng Su Yen.
“Nestle is one of the world’s most recognisable brands and has a longstanding connection with consumers across the globe,” said NBA commercial development and media senior vice president Julie Morris.
“We look forward to leveraging Nestle’s reach and local market presence to connect with fans in new ways and support the continued growth of basketball around the world.”
The partnership will activate across Australia, Brazil, Canada, Colombia, France, Germany, Ghana, Italy, Indonesia, Malaysia, Mexico, New Zealand, Nigeria, Singapore, Spain, Thailand, Turkiye, the United Kingdom, the United States and Vietnam – with the Philippines joining the initiative from Oct 2027.
For more information on Milo and its initiatives, visit the Milo Malaysia website at https://www.milo.com.my/get-active.
