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15 April 2024 | Manila, Philippines – In a celebration event to mark its 60th year in the Philippines, MILO® kicks off the latest season of its beloved sports programs that aim to build champions in life. This year, MILO® will continue to scale the reach and impact of its programs, particularly for the youth, so that children can learn the values of sports that are critical to achieving success.
“For 60 years, MILO® has been working with our partners to impart values like grit, teamwork and determination to Filipino children in a fun and engaging way. We believe that sports is a great teacher, instilling essential life skills that drive kids to reach for their goals and overcome their personal challenges,” said Veronica Cruz, Senior Vice President and Business Executive Officer of Nestlé Philippines. “Today and beyond, we at MILO reinforce our commitment to deliver compelling sports programs that give every Filipino a chance to bring out their inner champion.”
Held in Trinoma, the kick-off event featured a Memorabilia Exhibit that paid tribute to the legendary athletes that have been a source of pride for Filipinos – not just through the medals they have won or records they have set and broken – but also for being a positive role model for young and old alike. Athletes such as swimmer Akiko Thomson Guevara, gymnast and Taekwondo jin Bea Lucero Lhuillier, bowling icon Bong Coo, and athletics legend Lydia de Vega continue to rouse Filipinos’ aspirations to achieve greatness in and beyond the sporting arena.
Great things start from small beginnings
For over six decades, MILO® has been a firm believer that great things start from small beginnings. As such, MILO® has been passionately championing grassroots sports development across the Philippines. From the first MILO® Marathon in 1974, the MILO® sports programs have steadily grown and have opened doors to millions of young Filipinos to experience the joy of sports and realize their potential for greatness.
Now with 31 MILO® sports clinics available, Filipino children can begin their own champion journey in established sports such as badminton, basketball, chess, fencing, gymnastics, ice skating, jiujitsu, jump rope, karate do, futsal, golf, rugby, swimming, table tennis, taekwondo, tennis, obstacle course and volleyball. MILO® has expanded this roster further, adding athletics, weightlifting and pole vault, which are growing in popularity due to athletes like Rio dela Cruz, Hidilyn Diaz and EJ Obiena that have demonstrated superiority in these fields. MILO has also begun clinics in emerging sports such as dancesport, ultimate frisbee, pickleball, multisport, sepak takraw, surfing and skateboarding – sports that comparatively have a more modest following in the Philippines but are rapidly gaining ground.
Another much-awaited sports event from MILO® is the 2024 National MILO® Marathon, which expects around 200,000 participants in 13 legs in different provinces in Luzon, Visayas and Mindanao. From the exhilarating 1k sprint for kids to the ultimate test of endurance in the 42k category, the National MILO® Marathon aims to cultivate grit, discipline and teamwork in all runners as they race to cross the finish line.
MILO® continues to be driven by its commitment to nurture the champion dreams of Filipino children at the grassroots level, regardless of where they are. To reach more Filipinos, MILO® partnered with local government units to bring sports closer to communities and families through the MILO® Barangay Liga. With over 300 partner barangays, MILO® has since helped refurbished courts nationwide to encourage the youth to be more active in sports.
Furthermore, MILO® has strengthened its partnership with government agencies to inspire and fuel the champion mindset of the next generation of Filipino athletes through the annual Palarong Pambansa with the Department of Education (DepEd), and the Batang Pinoy program of the Philippine Sports Commission (PSC).
#MyMILOMemory
More than just a drink that has been present in the lives of every Filipino, MILO® has relentlessly shown its support to local athletes over the last 60 years. It has been the fuel in the cup of every Filipino champion, energizing athletes to go and chase their dreams.
As part of its 60th anniversary, MILO® is inviting Filipinos to join, relive and share their #MyMILOMemory on TikTok. Leveraging a platform that resonates well with Filipinos, especially the youth, the #MyMILOMemory campaign hopes to keep the champion spirit alive today and for generations to come.
“MILO®’s incredible journey wouldn’t be possible with our Filipino athletes who have shown time and again what real champions are made of – in heart and in spirit,” said Carlo Sampan, Assistant Vice President, MILO Sports Program. “As we celebrate our 60th year, we are filled not only with pride but also with excitement as we continue to help build a nation of Filipino champions.”
Together with its roster of champion athletes led by EJ Obiena and Hidilyn Diaz, MILO® is also set to launch its latest commercial during its 60th milestone event to continue inspiring Filipinos to be their own champions in sports and in life.
