NBA and Kellanova announce multiyear marketing partnership extension across Europe

LONDON – The National Basketball Association (NBA) and Kellanova, formerly known as Kellogg Company, today announced a multiyear extension of their existing collaboration in Europe that will see the international food company support 89 Jr. NBA leagues that reach thousands of youth across 19 European countries annually.  Kellanova will also be the presenting partner of the Jr. NBA European Finals, which will take place in June 2024 in Valencia, Spain.

The collaboration will also see NBA-branded on-pack promotions featured on more than 40 million Kellanova cereal and snack packs across Europe, providing fans with the chance to win a trip to attend an NBA game in the U.S. and exclusive NBA/Kellogg’s-branded merchandise.

“We’re delighted to announce a multiyear extension of our marketing relationship with the NBA, as we’re incredibly proud to be the official partner of the NBA’s junior programme in Europe,” said Marketing Director for Kellanova Europe, Stephen Duggan.  “To be supporting future basketball stars across the region at a grassroots level is so important as they learn the core values of the game, which align with our own.  Following our successful on-pack competition that launched earlier this year, we’re pleased to be bringing this back in 2024 with more exciting prizes up for grabs, including a trip to an NBA game in the USA.”

“We’re excited to extend our collaboration with Kellanova following the successful launch last season,” said NBA Europe and Middle East Vice President, Global Partnerships Dina Ahmad.  “Kellanova shares our commitment to teaching youth about the importance of living a healthy, active lifestyle, and we look forward to working together to inspiring the next generation of players across Europe.”

The Jr. NBA is the league’s global youth basketball programme, teaching the fundamental skills and core values of the game – teamwork, respect, determination and community – at the grassroots level in an effort to help grow and improve the youth basketball experience for players, coaches and parents.

In the first year of the collaboration more than 22,000 youth across 19 countries competed in Jr. NBA League games wearing Kellogg’s branded jerseys.

For more information about the NBA, fans in Europe can follow the league on Facebook, Instagram, X and YouTube, download the NBA App, and purchase the latest NBA merchandise at