HONG KONG & SINGAPORE--(BUSINESS WIRE)--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 – 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 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 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 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.”
Drink.Move.BeStrong is initiated in partnership with Jr. NBA and 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. There is both a rising prevalence of overweight and obesity, as well as the persistence of under-nutrition. Together with insufficiencies in vitamin D levels and low intakes of calcium and other micronutrients, these can have long-term consequences on growth and development.
Fans can 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.
About Royal FrieslandCampina
Every day Royal FrieslandCampina provides millions of consumers all over the world with food that is rich in valuable nutrients. With annual revenue of 10.3 billion euros, FrieslandCampina is one of the world’s five largest dairy companies, supplying consumer and professional products, as well as ingredients and half-finished products to manufacturers of infant & toddler nutrition, the food industry and the pharmaceutical sector around the world. FrieslandCampina has offices in 28 countries and almost 20,000 employees, and its products are available in more than 100 countries. The Company is fully owned by Zuivelcoöperatie FrieslandCampina U.A, with 19,487 member dairy farmers in the Netherlands, Germany and Belgium—making it one of the world's largest dairy cooperatives. For more information please visit: www.frieslandcampina.com.
DUTCH LADY, FRISIAN FLAG, FOREMOST is brands of Royal FrieslandCampina
About the NBA
The NBA is a global sports and media business built around three professional sports leagues: the National Basketball Association, the Women’s National Basketball Association, and the NBA Development League. The league has established a major international presence with games and programming in 215 countries and territories in 47 languages and NBA merchandise for sale in more than 125,000 stores in 100 countries on 6 continents. NBA rosters at the start of the 2013-14 season featured a record 92 international players from 39 countries and territories. NBA Digital’s assets include NBA TV, which is available in 60 million U.S. homes, and NBA.com, which set a record last year with more than 9.5 billion page views, with more than half of all visitors originating from outside of North America. The NBA is the No. 1 professional sports league on social media, with more than 500 million likes and followers globally across all leagues, team, and player platforms. Through NBA Cares, the league and its teams and players have donated more than $230 million to charity, completed more than 2.8 million hours of hands-on community service, and created more than 860 places where kids and families can live, learn, or play.
Issued by NBA Asia, Limited.