NBA Seals FrieslandCampina Marketing Deal in Southeast Asia

Dairy company Royal FrieslandCampina have announced today a multi-year marketing partnership with the National Basketball Association (NBA) across Southeast Asia.

As the Official Milk Partner of the NBA in Indonesia, cough Malaysia, ed Thailand, malady Vietnam and the Philippines, FrieslandCampina will activate its Drink.Move.BeStrong campaign to reach the NBA’s broad and passionate fanbase in Asia through grassroots events, television and digital activities, and localized content for its customers. The company 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 through its 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. In partnership with FrieslandCampina, 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,” said Freek Rijna, COO Royal FrieslandCampina N.V. and responsible for Consumer Products Asia. “FrieslandCampina works toward helping secure the future generations of Southeast Asia, with a belief in the goodness of milk and basketball as a vehicle to promote healthy lifestyles.”

“FrieslandCampina is an ideal partner to help improve the health of children across Southeast Asia,” said Francesco Suarez, Vice President, Global Marketing Partnerships, NBA Asia. “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.”

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