FrieslandCampina to continue serving as presenting partner of the Jr. NBA in Indonesia, Malaysia, Philippines, Thailand and Vietnam; the Jr. NBA has reached more than 1.4 million children, parents and coaches across Southeast Asia
Hong Kong and Singapore– The National Basketball Association (NBA) and Royal FrieslandCampina (FrieslandCampina) – one of the world’s largest dairy companies providing millions of children and families with valuable nutrition every day – announced a multi-year extension of their marketing partnership.
As the Official Milk Partner of the NBA in Indonesia, Malaysia, Philippines, Thailand and Vietnam, FrieslandCampina will continue to engage the NBA’s fanbase in Asia through its Drink.Move.BeStrong campaign, which aims to cultivate an active and healthy lifestyle among children through play, sports and proper nutrition. Through this partnership, FrieslandCampina will amplify the importance of exercise and good nutrition through events, television and digital activities, and localised marketing content, while also providing fans with the opportunity to receive NBA-branded products, in-store promotions and unique NBA experiences.
FrieslandCampina will also continue to serve as the Presenting Partner of the Jr. NBA in Indonesia, Malaysia, Philippines, Thailand and Vietnam through its Frisian Flag, Dutch Lady, Alaska and Foremost brands. The Jr. NBA, the league’s global youth basketball participation programme for boys and girls, teaches the fundamental skills and core values of the game at the grassroots level in an effort to help grow and improve the youth basketball experience for players, coaches and parents. During the 2015-16 season, the Jr. NBA will reach more than 6.5 million youth in 32 countries. The programme, first introduced to Southeast Asia in the Philippines in 2007, has reached more than 1.4 million children, parents and coaches across Southeast Asia.
“We are delighted to extend our successful partnership with the NBA,” said FrieslandCampina Asia Chief Operating Officer Piet Hilarides. “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. Milk is recognised as a source of good nutrition by leading authorities and, as one of the world’s leading dairy companies, FrieslandCampina is committed to advocating better nutrition for children across Southeast Asia and beyond. We are also focused on continuing our efforts to engage strategic stakeholders and partners including the NBA to put the brakes on the rise of non-communicable diseases in the region.”
“FrieslandCampina is the ideal partner to help us get more boys and girls across Southeast Asia to discover the joy of playing basketball,” said NBA Asia Vice President, Marketing Partnerships Francesco Suarez. “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.”
The Jr. NBA programme, which is free and open to boys and girls, is composed of four stages: open clinics for children ages 5 to 14; competitive selection camps for boys and girls ages 10 to 14; National Training Camp (NTC) to select 15 of the top boys and girls as the Jr. NBA All-Stars based on the values of sportsmanship, teamwork, a positive attitude and respect; and an NBA experience trip, where Jr. NBA All-Stars from all five countries embark on a unique, overseas trip to watch an NBA game, receive basketball training and play exhibition games. The programme also includes a “train the trainer” initiative designed to develop the skills of coaches and physical education teachers who will then share their knowledge in their local communities. The 2016 Southeast Asia Jr. NBA schedule begins in the Philippines on January 23 and culminates in Indonesia on August 28. Details of the 2016 NBA experience trip will be announced at a later date.