FrieslandCampina Renews Strategy with NBA Asia

FrieslandCampina NBA

Via the deal, the brand will amplify the importance of exercise and good nutrition through events, television, digital, and localised content

The National Basketball Association and Royal FrieslandCampina have entered into a multi-year extension of their marketing partnership. Per the deal, the brand will continue to engage the association’s fan base across Asia via its Drink.Move.BeStrong campaign.

Targeting the combined markets of Indonesia, Malaysia, Thailand, Vietnam, and the Philippines where the marque is Official Milk Partner of the NBA, the push aims to inculcate an active and healthy lifestyle among children through play, sports, and proper nutrition.

Based on the tie-up, FrieslandCampina will amplify the importance of exercise and good nutrition through events, television, digital, and localised content. The avenue affords fans the opportunity to enjoy NBA-branded products, in-store promotions, and other unique experiences.

“By extending our partnership with FrieslandCampina, we will continue to bring positive experiences to children, parents, and educators in the region while reinforcing the importance of exercise and leading healthy lifestyles,” said Francesco Suarez, VP, Marketing Partnerships for NBA Asia.

Meanwhile, the dairy giant will also continue its position as Presenting Partner of the Junior NBA in the same countries via its Frisian Flag, Dutch Lady, Alaska, and Foremost brand channels. The league’s global unisex youth basketball participation programme is built around players, coaches, and parents.

During the 2015-2016 game season, the grassroots level platform is slated to reach more than 6.5 million youth in 32 nations. First introduced to Southeast Asia via the Philippines in 2007, it has since engaged over 1.4 million kids, parents, and coaches across the region.

“We are delighted to extend our successful partnership with the NBA. Our collaboration has yielded tremendous results and we look forward to continuing our efforts to bolster the health and well-being of the region’s future generation,” said Piet Hilarides, Chief Operating Officer of FrieslandCampina Asia.