Nesquik Partners with Lamine Yamal in Youth-Focused Campaign

Nestlé-owned brand Nesquik has launched a new campaign fronted by FC Barcelona and Spain’s teenage football star Lamine Yamal, marking one of its most high-profile partnerships in recent years.

The collaboration, facilitated by global sports marketing agency SPORTFIVE, highlights the continued commercial pull of football talent as brands seek to strengthen engagement with younger audiences.

The campaign, running under the slogan “No te rayes y sigue jugando” (“Don’t stress, just keep playing”), positions Yamal as a symbol of perseverance and positivity. At 18, the winger has already established himself as one of Europe’s most promising players, making him an attractive figure for a brand long associated with youth culture.

Managing Director of SPORTFIVE, Sergi Vieta, shared how the collaboration reflects the agency’s focus on connecting global brands with talent and emerging sports properties. For Nesquik, the initiative is described internally as one of its most iconic Spanish campaigns since entering the market in 1963, with a stated goal of encouraging teenagers to adopt a positive and active lifestyle.

The activation will roll out across digital platforms and retail points of sale in Spain, supported by limited-edition packaging featuring Yamal alongside Nesquik’s mascot, Quicky. Large packs will also include branded shaker bottles to drive in-store engagement.

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