NBA and FrieslandCampina extend multi-year partnership

The National Basketball Association (NBA) and Royal FrieslandCampina – has signed a multi-year extension of their marketing partnership.

As the official milk partner of the NBA in Indonesia, Malaysia, Philippines, Thailand and Vietnam, FrieslandCampina will continue to engage the NBA’s fanbase in Asia through its “Drink.Move.BeStrong” campaign. The campaign aims to cultivate an active and healthy lifestyle among children through play, sports and proper nutrition.

Through this partnership, FrieslandCampina  hopes to showcase the importance of exercise and good nutrition through events, television and digital activities, and localised marketing content, while also providing fans with the opportunity to receive NBA-branded products through in-store promotions.

FrieslandCampina will also continue to serve as the presenting partner of the Jr. NBA in Indonesia, Malaysia, Philippines, Thailand and Vietnam through its Frisian Flag, Dutch Lady, Alaska and Foremost brands.

The Jr. NBA program, which is free and open to boys and girls, is composed of four stages: open clinics for children ages 5-14; competitive selection camps for boys and girls ages 10-14; conduct National Training Camp (NTC) to select 15 of the top boys and girls as the Jr. NBA All-Stars and; embark on an NBA experience trip, where Jr. NBA All-Stars from all five countries go on an overseas trip to watch an NBA game, receive basketball training and play exhibition games.

“We are delighted to extend our successful partnership with the NBA,” said FrieslandCampina Asia chief operating officer Piet Hilarides.

“FrieslandCampina is the ideal partner to help us get more boys and girls across Southeast Asia to discover the joy of playing basketball,” NBA Asia vice president, marketing partnerships Francesco Suarez said.

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