North American basketball league the NBA has announced a multi-year marketing partnership with European dairy company Royal FrieslandCampina covering Southeast Asia.
As the official milk partner of the NBA in Indonesia, Malaysia, Thailand, Vietnam and the Philippines, FrieslandCampina will activate its Drink.Move.BeStrong promotional campaign through grassroots events and television and digital activations across these territories. The company will make NBA-branded products, in-store promotions and exclusive NBA experiences available to fans.
In the same countries, FrieslandCampina will serve as the presenting partner of the Jr. NBA international youth development league programme through its Dutch Lady, Foremost Frisian Flag and Alaska brands. Jr. NBA has run in the Philippines for the past seven years and will launch in Indonesia, Malaysia, Thailand and Vietnam with the help of the FrieslandCampina partnership.
The Drink.Move.BeStrong campaign aims to raise awareness around the rising prevalence of obesity and the persistence of under-nutrition among youngsters in Southeast Asia, promoting healthy lifestyle choices.
Ahead of last October’s NBA Global Games Philippines 2013, when Houston Rockets met Indiana Pacers, the NBA entered into a similar multi-year agreement to promote international insurance company Sun Life Financial in the region.