NBA and FrieslandCampina join forces in Asia
The US National Basketball Association (NBA) and Royal FrieslandCampina , one of the world’s largest dairy companies, have partnered on a multiyear marketing programme across 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 campaign to reach the NBA’s 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 NBA experiences.
FrieslandCampina will also serve as the presenting partner of Jr. NBA the league’s international youth development programme promoting basketball participation, sportsmanship and teamwork, and an active lifestyle among children in the five Asian countries mentioned through its Dutch Lady, Foremost, Frisian Flag and Alaska brands. The Jr. NBA programme has been staged in the Philippines for seven 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,” says Freek Rijna, COO Royal FrieslandCampina and responsible for Consumer Products Asia.
Drink.Move.BeStrong is initiated in partnership with Jr. NBA and was inspired by the Southeast Asian Nutrition Surveys (SEANUTS). One of the most comprehensive studies of its kind, SEANUTS surveyed 16,744 children under the age of 12 and highlighted the double burden of malnutrition.
The official event website is www.jrnba.asia for more information on the Jr. NBA programmes launching in Indonesia, Malaysia, Thailand and Vietnam later this year.
