Kuching, Sarawak – Nestlé MILO®, a longstanding champion of Malaysian sports, has reaffirmed its dedication to nurturing local talent by assuming the role of Platinum Sponsor for the upcoming SUKMA XXI Sarawak 2024. The biennial national multi-sport event, set to take place from 17 to 24 August, will witness the nation’s young athletes compete across 37 sports and 488 events.
To ignite enthusiasm for SUKMA XXI, MILO® engaged with 10,000 students across nine Sarawak districts through interactive sports activities. This grassroots initiative aimed to cultivate a strong local following for the event and inspire young Malaysians to support their fellow athletes.
“MILO®’s unwavering support for SUKMA XXI underscores our commitment to fostering a healthier, more active community and nurturing future champions,” said Lim Kerwin, MILO® Head of Sports Marketing. “We are honored to contribute to elevating the standard of sports in Malaysia.”
Datu Hii Chang Kee, CEO of SUKMA XXI Sarawak 2024, expressed gratitude for MILO®’s support, stating, “Their generosity will significantly impact youth and sports development, showcasing a strong belief in the potential of our young talent.”
To energize spectators during SUKMA XXI, MILO® will be distributing free drinks at various venues across Sarawak. Additionally, the 360° Immersive MILO® Goodness Truck will offer visitors a unique behind-the-scenes experience at the main stadium in Kuching.
MILO®’s involvement in Malaysian sports extends beyond SUKMA XXI. As the longest-standing supporter of the Olympic Council of Malaysia (OCM), the brand has consistently backed the nation’s Olympic contingent since 1956. The company also maintains a strong partnership with the Malaysia School Sports Council (MSSM), recognizing and rewarding the achievements of young athletes.
Beyond sponsorships, MILO® actively promotes healthy lifestyles through initiatives such as MILO® Breakfast Day, MILO® Champions Clinic, and MILO® Hidup Bola. These programs aim to instill the importance of nutrition and sportsmanship among Malaysians.
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Aligned with its commitment to health and wellness, MILO® has reformulated its product to reduce sugar, sodium, and fat while increasing fiber content. The beverage is now certified with the Healthier Choice Logo, making it a nutritious and energizing option for consumers of all ages.
With a rich history of empowering Malaysians through sports and a focus on product innovation, MILO® continues to be a beloved and trusted brand in the nation.
