For the third year in a row a group of Junior NBA All-Stars aged 10 to 14 travelled to China to watch a live NBA game. The children came from the Philippines, Indonesia, Malaysia, Thailand, Vietnam and, for the first time this year, Singapore. They watched the game between the Houston Rockets and the New Orleans Pelicans in the Mercedes-Benz Arena in Shanghai on 9 October 2016. Additionally, they met NBA players, received extra basketball training and explored the city of Shanghai. This initiative is part of the cooperation between FrieslandCampina and the National Basketball Association (NBA).
“It was an unforgettable trip for our Junior NBA All-Stars: get acquainted with a new country, take part in an advanced basketball training and watch a live NBA game, all this together with peers from neighbouring countries”, NBA Asia Vice President, Global Partnerships & Events Francesco Suarez tells us. “During this trip lifelong friendships were built up and we want to give many more young people the opportunity to make a similar trip in the coming years.”
In 2014, FrieslandCampina and the NBA entered into a long-term partnership in the area of marketing in Southeast Asia, which resulted from the existing cooperation between the Philippine company Alaska Milk Corporation (AMC) and the NBA. Through the local brands Dutch Lady, Frisian Flag, Foremost and Alaska, FrieslandCampina acts as the ‘Presenting Partner’ of the Junior NBA programmes in Vietnam, Thailand, Indonesia, Malaysia and Singapore. This global junior basketball programme of the NBA trains children in the fundamentals of basketball and teaches them the importance of values like sportsmanship, teamwork, an active lifestyle, a positive attitude and respect. To date, the programme has reached more than 1.5 million children, parents and trainers in Southeast Asia through camps, clinics and other activities. Our aim is to have reached 5 million children by the year 2020.
Alaska Milk Corporation
“The cooperation between AMC and the NBA has run in the Philippines for almost 10 years already. By now, this has meant a lot to many children”, Wilfred Steven Uytengsu, Chief Executive Officer of AMC, tells us. “Thanks to the Alaska Milk Nutrition.Action.Champion programme and the cooperation with the NBA we have given the basketball dreams and life aspirations of thousands of children a new impulse. The programme makes a substantial contribution to the awareness of families and children of the importance of drinking milk and exercise as part of an active, healthy lifestyle.”
Source: Spark (FrieslandCampina Employee magazine), December 2016