NBA and FrieslandCampina tip off multi-year marketing partnership across Southeast Asia

4 March 2014

The National Basketball Association (NBA) and Royal FrieslandCampina – one of the world’s largest dairy companies, providing millions of children and families with valuable nutrition every day – today announced a multiyear marketing partnership 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 broad and passionate fanbase in Asia through grassroots events, television and digital activities and localised content for its customers. The company will also provide NBA fans the opportunity to receive NBA-branded products, in store promotions and unique NBA experiences.

FrieslandCampina will also serve as the Presenting Partner of Jr. NBA – the league’s international youth development program promoting basketball participation, sportsmanship and teamwork, and an active lifestyle among children – in the five Asian countries mentioned above through its Dutch Lady, Foremost, Frisian Flag and Alaska brands. The Jr. NBA programme has been staged in the Philippines for seven consecutive years and has reached 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 the 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 of 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.”

Drink.Move.BeStrong is initiated in partnership with Jr. NBA and inspired by 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. There is both a rising prevalence of overweight and obesity, as well as persistent of under-nutrition. Together with insufficiencies in vitamin D levels and low intakes of calcium and other micronutrients, these can have long-term consequences for growth and development.

Visit the official event website at www.jrnba.asia for more information on the Jr. NBA programs launching in Indonesia, Malaysia, Thailand and Vietnam later this year.