The National Basketball Association (NBA) and dairy company Royal FrieslandCampina (FrieslandCampina) have made a deal for a multi-year marketing partnership across Southeast Asia.
As the official milk partner of the NBA in Malaysia, Indonesia, Thailand, Vietnam and the Philippines, FrieslandCampina will activate its “Drink.Move.BeStrong” campaign to reach the NBA’s fanbase in Asia.
This will be done through grassroots events, television and digital activities, and localised content for its customers. FrieslandCampina will also provide NBA fans the opportunity to receive NBA-branded products, in store promotion and unique NBA experiences.
FrieslandCampina will also serve as the presenting partner of Jr. NBA — the league’s international youth development program promoting basketball participation, sportsmanship and teamwork, and an active lifestyle among children. This partnership will be marketed through its brands Dutch Lady, Foremost, Frisian Flag and Alaska brands.
The Jr. NBA program has been staged in the Philippines for seven consecutive years, with more than 80,000 students, parents, and coaches participating in camps, clinics, and NBA Cares activities. However, Jr. NBA will launch for the very first time in Indonesia, Malaysia, Thailand and Vietnam later this year.
“Through the Drink.Move.BeStrong campaign in partnership with NBA, we hope to harness the power of nutrition and sport to enable children across the region to adopt an active, healthy and nutritious lifestyle,” Freek Rijna, COO Royal FrieslandCampina N.V. and responsible for Consumer Products Asia said.
“Basketball has a significant participation base in Asia, the game is easy to learn, and is a great way to teach boys and girls the importance of exercise and a healthy lifestyle. Thanks to the support of FrieslandCampina, we are bringing Jr. NBA to four new countries where, together, we can speak directly to kids, parents, and educators in Asia about health and fitness,” Francesco Suarez, vice president, global marketing partnerships, NBA Asia added.