Platinum sponsor Milo reaffirms commitment to sports inclusivity

KUCHING: Milo has reaffirmed its commitment to sports inclusivity by stepping up as the Platinum Sponsor for both 21st Malaysia Games (Sukma XXI) and Para Sukma XXI Sarawak 2024.

The company in a statement said this sponsorship demonstrated the brand’s ongoing mission to make sports accessible to all Malaysians, regardless of their abilities.

The Para Sukma XXI, which is currently taking place and set to conclude on Sept 28, features athletes with disabilities showcasing their talent and determination, highlighting the spirit of resilience and sportsmanship.

By supporting the event, Milo continues to empower athletes of all abilities, encouraging greater participation and fostering an inclusive sports culture in Malaysia.

Women, Childhood, and Community Wellbeing Development Minister Datuk Seri Fatimah Abdullah also commended Milo for its dedication.

“We are honoured to once again work closely with Milo, not only for the esteemed Para Sukma XXI, but also in its continuous efforts to champion sports inclusivity for all Malaysians.

Their dedication has not only encouraged greater participation in sports among Malaysians, including those with physical limitations, but has also paved the way for the development of a more inclusive sports scene for this community,” she said.

Milo head of Sports Marketing, Lim Kerwin said that for over 70 years, the brand has been a key part of Malaysia’s sporting journey.

A Selangor para athlete enjoying a cup of Milo

“We are committed to ensuring sports are inclusive for everyone, and our support for Para Sukma XXI reflects this mission.

“Our philosophy, ‘Sports is a great teacher’, drives us to create opportunities for Malaysians of all ages and abilities to participate in sports, ensuring no one is left behind,” he said.

Beyond Sukma, Milo has long been a supporter of the Paralympic Council of Malaysia (PCM) and the Olympic Council of Malaysia (OCM).

The brand recently contributed over RM500,000 to honour Malaysian athletes who competed in the Paris Olympics and Paralympics, including RM10,000 each to 26 Olympic and 30 Paralympic athletes in recognition of their dedication and performances.

Milo’s initiatives for sports inclusivity go beyond elite competitions. Through its partnership with the Ministry of Education (MOE) and Malaysia School Sports Council (MSSM), the brand supports the MSSM Pendidikan Khas programme, which nurtures young special needs athletes.

This programme has produced champions like Paralympic long-jump gold medallist Datuk Abdul Latif Romly, who benefitted from the MSSM-KPM-MILO awards in 2015.

Furthermore, Milo champions sports among underrepresented communities.

The brand’s Kejohanan Sukan Sekolah Murid Orang Asli (KSSMOA) programme provides Orang Asli children from Sabah and Sarawak with opportunities to engage in sports, while the Copa Futsal tournament offers an inclusive platform for women and girls of all skill levels to compete and develop their talents.

Furthermore, Milo’s commitment also extends to grassroots efforts, including support for IMC Training Centre Malaysia’s annual Let’s Play Telematch Carnival, where special needs individuals and children from across the country participate in fun, inclusive sporting activities.

In addition to supporting these sporting initiatives, Milo continuously strives to promote healthier lifestyles through the development of nutritious products that meet strict nutrient criteria, including reduced sugar, sodium, and fat with increased fibre content.

Certified with the Healthier Choice Logo (HCL), Milo remains a beloved and energising beverage for generations of Malaysians.