Nestlé MILO®’s Unwavering Commitment to Local Sports: Empowering SUKMA XXI with Strong Support
Reinforcing the beloved household brand’s long-standing dedication to the nation’s sporting landscape
Kuching, August 15, 2024, With a rich legacy of over 70 years in championing athletes and fostering a passion for sports among Malaysians, MILO® is proud to announce its commitment to the highest level of support for the upcoming SUKMA XXI Sarawak 2024 as a Platinum Sponsor. The prestigious biennial national multi-sport event, showcasing young Malaysian athletes, will be held from 17 to 24 August 2024, featuring 37 sports and 488 events.
To generate excitement for SUKMA XXI, the beloved household brand engaged with 10,000 Malaysian students in nine districts across Sarawak through various on-ground activities such as mini-games, and providing students with hands-on sporting experiences in athletics, netball, football, futsal, indoor hockey, basketball, and volleyball. These initiatives, leading up to SUKMA XXI, successfully created strong local awareness of the event and encouraged attendance to cheer on the young athletes.
“MILO®’s support for SUKMA XXI reflects our enduring commitment to nurturing future champions and fostering a healthier, more active community. We are privileged to be part of SUKMA XXI’s journey towards greater sporting achievements for Malaysia and to play a role in elevating the standard of sports in our nation,” said Lim Kerwin, MILO® Head of Sports Marketing.
Expressing his heartfelt appreciation for the support by MILO®, Datu Hii Chang Kee, CEO of SUKMA XXI Sarawak 2024, stated, “We extend our deepest gratitude to MILO® as our Platinum Sponsor for this significant event that celebrates our young athletes. Their generosity and support will greatly contribute to youth and sports development, showcasing a strong belief in the potential of our young talent.”
During SUKMA XXI, Malaysians can look forward to the iconic green MILO® trucks stationed at venues across the nine Sarawak divisions, where free MILO® will be available to energise spectators. Additionally, the 360° Immersive MILO® Goodness Truck will make a special appearance at SUKMA XXI’s main stadium in Kuching, offering a unique behind-the-scenes experience of MILO®’s natural goodness.
A Great Supporter and Active Participant in Malaysia’s Sports Excellence
For decades, MILO® has been a cornerstone of Malaysia’s sporting culture, supporting various events to foster a love for sports among Malaysians. As the longest running supporter of the Olympic Council of Malaysia (OCM), MILO® has sponsored the council and its initiatives since Malaysia first competed at the Olympics as Malaya in 1956, providing both financial and in-kind support for Malaysian contingents. Additionally, MILO® maintains a long-standing partnership with the Malaysia School Sports Council (MSSM), supporting rising stars and honouring their dedication, perseverance, and extraordinary achievements for over 70 years.
Beyond sponsorships and partnerships, MILO® actively fuels the dreams of young athletes at the grassroots level, helping them reach greater heights and potentially represent Malaysia on the international stage. The brand leads numerous sports-related and active-lifestyle initiatives yearly, promoting healthy habits and engaging nearly eight million individuals nationwide. These initiatives include MILO® Breakfast Day, which instils the importance of a nutritious breakfast in Malaysians, as well as MILO® Champions Clinic and MILO® Hidup Bola, which instil good skills and values through sports for young Malaysians.
Dedicated to empowering Malaysians to embrace an active, healthy lifestyle, MILO® continually devotes its resources to develop healthier and tastier products that adheres to strict nutrient criteria, including reduced sugar, sodium and fat with increased fibre content. Certified with the Healthier Choice Logo (HCL), MILO® remains an iconic, nutritious, and energizing beverage loved by generations.
