North American basketball league the NBA has agreed a multi-year extension of its Asian-focused partnership with dairy food and drink producer Royal FrieslandCampina.
The company will remain the NBA’s official milk partner in Indonesia, Malaysia, the Philippines, Thailand and Vietnam. Through its Frisan Flag, Dutch Lady, Alaska and Foremost brands, FrieslandCampina will also continue to serve as the presenting partner of the Junior NBA youth programme in the aforementioned countries.
In addition, FrieslandCampina will continue to support the NBA’s ‘Drink. Move. Be Strong’ project in the Asian markets. The initiative, which will be promoted through events, television adverts, digital activities and marketing campaigns, encourages children to lead a healthy lifestyle by maintaining a balanced diet and exercising regularly.
Piet Hilarides, chief operating officer at FrieslandCampina Asia, said: “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.”