Nestlé’s involvement in the development of sports through its MILO^® brand spans far back into the 1950s. It has earned its reputation as a credible patron of sports in general and is an inextricable part of the country's sporting aspirations. From sponsoring of high profile sporting events and sports-related activities worth millions over the decades, MILO^® has in recent years also focussed on grassroot level sponsorship and activities, aimed at sports development amongst the young. The aim is to nurture them into national and international heroes of tomorrow.

Unwavering commitment to its causes:

• The establishment of the MILO^® National Soccer School (later renamed SPEX 2000 MILO^® National Soccer School) for teenagers in 1974 is a classic example. A cause championed right up till 1997 when the S-league was established with its own professional soccer and youth development program.
• MILO^® continues to work closely with the Singapore Sports Council and Singapore Schools Sports Council to sponsor various school level and junior level sporting events. Its involvement in 2002 alone included major events in swimming, basketball, soccer and table tennis.

Additional support via POWERBAR^®

A more recent Nestlé addition to the nation's sports sponsorship scene is POWERBAR^®, America's favourite energy bar.

POWERBAR® met the nutritional needs of Singapore's team at the 2002 Eco-Challenge in Fiji. The event, rated the world's toughest adventure race, involved trekking, mountain biking, river-rafting, horseback riding, mountaineering, kayaking and navigating. And POWERBAR® was there to help the nation's team achieve peak performance. POWERBAR® also sponsored Singapore's biggest running event, the annual Sheares Bridge Run in September 2002 involving 50,000 participants.