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10月7日，雀巢与NBA宣布一项面向21个市场的长期合作。本文从年轻人的注意力、当地篮球活动与购物场景，解释体育营销的思路，并区分企业目标与实际成效。

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Why would a food company want to join a basketball league? A new agreement offers an answer. On October 7, Nestlé and the NBA announced a partnership lasting several years. Three drink brands, Milo, Nescau and Nesquik, will become official NBA partners. The plan connects sports events, activities for young people and products sold in shops.

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一家食品公司为什么想与篮球联赛合作？一项新协议给出了答案。10月7日，雀巢与NBA宣布了一项持续数年的合作。Milo、Nescau和Nesquik这三个饮品品牌将成为NBA的官方合作伙伴。该计划把体育赛事、青少年活动和商店里销售的产品联系起来。

One reason is the way young people spend their time online. Reuters reports that their attention is spread across many online platforms. Sport still gives companies a way to reach large groups and hold their interest. John Scurfield, a marketing expert quoted by Reuters, says the value goes beyond watching a game. Fans also share their feelings through online communities and social media.

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一个原因是年轻人使用网络的方式。路透社报道，他们的注意力分散在许多网络平台上。体育仍能让企业接触大量人群，并保持他们的兴趣。路透社引用的营销专家John Scurfield表示，其价值不只是观看比赛。球迷还会通过网络社群和社交媒体分享自己的情感。

The agreement covers 21 markets on four continents. However, a large international plan does not mean every country will see exactly the same activities. Nestlé says it wants fewer, bigger marketing partnerships, with experiences that fit local markets. This combines a familiar global name with activities close to people’s everyday lives. The Philippines will join in October 2027.

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这项协议覆盖四大洲的21个市场。不过，一项大型国际计划并不意味着每个国家都会看到完全相同的活动。雀巢表示，它希望减少营销合作的数量、扩大单项合作的规模，并提供适合当地市场的体验。这样就把一个熟悉的全球品牌与贴近人们日常生活的活动结合起来。菲律宾将于2027年10月加入。

Spanish sports newspaper AS reports that the partnership includes selected youth basketball programs. These involve basketball schools, young players and coaches. There will also be special offers on product packages. Customers may have chances to win game tickets and other prizes. The brand can therefore appear both where people play basketball and where families do their shopping.

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西班牙体育报纸AS报道，这项合作包括部分青少年篮球项目。这些项目涉及篮球学校、年轻球员和教练。产品包装上也会提供特别优惠活动。消费者可能有机会赢得比赛门票和其他奖品。因此，品牌既可以出现在人们打篮球的地方，也可以出现在家庭购物的地方。

This approach has a history. In March, the NBA announced that Sprite would return as its official global soft drink partner. That agreement includes special drink cans carrying team designs, online content and special offers. Coca-Cola first became an NBA partner in 1986. The new Nestlé agreement follows an established business idea: link an everyday product to something that fans already care about.

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这种做法已有历史。今年3月，NBA宣布雪碧将重新成为其官方全球软饮料合作伙伴。那项协议包括印有球队设计的特别款饮料罐、网络内容和特别优惠活动。可口可乐公司于1986年首次成为NBA的合作伙伴。雀巢的新协议延续了一种已有的商业思路：把日常产品与球迷已经关心的事物联系起来。

Yet a plan and a result are different things. Nestlé told Reuters that it aims to get at least 2.5 million young people more active. That is a target, rather than evidence that the new partnership has already changed their habits. Opportunities to play and opportunities to buy are also different. A successful sales campaign alone would not show that children are playing more sport.

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然而，计划和结果是两回事。雀巢向路透社表示，它的目标是让至少250万年轻人更积极地参加运动。这是一个目标，并不能证明这项新合作已经改变了他们的习惯。运动的机会和购买产品的机会也不同。仅凭一项成功的销售活动，并不能说明孩子们正在更多地参加体育运动。

The agreement takes effect on January 1, 2027. This news shows how sports marketing can move from the screen to the local court and the shop shelf. Whether it also brings lasting changes in how often young people play will require evidence after the activities begin.

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这项协议将于2027年1月1日生效。这则新闻展现了体育营销如何从屏幕延伸到当地球场和商店货架。它是否还会让年轻人的运动频率发生持久变化，需要在活动开始后通过证据来判断。

新闻来源

• Reuters · Nestle shoots to score younger generation with NBA deal
• AS · La NBA y Nestlé anuncian una asociación de marketing de largo recorrido
• Nestlé · Nestlé and NBA announce multi-year international marketing partnership
• NBA · NBA and The Coca-Cola Company announce multiyear global partnership

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