Nestlé MILO and FC Barcelona have today announced plans to bring to life the four-year global partnership, aimed at enhancing the quality of life of children, with a series of initiatives to make healthy and more active lifestyles aspirational and accessible to children in Asia, Oceania, Africa and Latin America.
MILO currently reaches 22 million children each year through on-going grassroots sports programmes and, together with the global reach of FC Barcelona, targets to help millions more over the next four years.
Based on a shared vision to promote healthier lifestyles and the importance of physical activity among children, the programmes organised in this purpose-driven partnership are designed to inculcate healthy, active and value-based lifestyles for children especially at their foundation years of seven to 12 years old.
Starting from this year, MILO in partnership with FC Barcelona, will be scaling up and expanding its grassroots programmes which have proven to be a unique contributor to children’s physical activity and will leverage technology innovation and build strong synergies with FC Barcelona Escola (FC Barcelona Football School) to help develop the next generation of football talent.
Over the next four years, children in Asia, Oceania, Africa and Latin America can also look forward to initiatives organised by Nestlé MILO and FC Barcelona such as:
- Opportunities to develop and enhance football skills through a football tournament that aims to reward both goals and teamwork and incorporates Tiki-Taka, a unique playing style of FC Barcelona involving short passes and movement.
- Opportunities to receive professional training from the world’s best football coaches where MILO will be selecting and sending kids to train at the legendary Camp Nou, home to FC Barcelona
- In areas where there is a paucity of playgrounds, equipment, or qualified coaching, MILO will be delivering a series of pop-up, mobile football fields delivered by the popular and well-loved MILO van to make recreation and play areas more accessible for kids.
Commenting, Patrice Bula, Executive Vice President, Nestlé SA said:
“As the world’s largest food manufacturer, Nestlé is committed to make a difference in the lives of children across the world. By educating young people about the importance of sport and physical activity as part of a healthy lifestyle, we will build a better future for the next generation. Participating in sports and team activities is a great way for young people to learn the values of fairness, effort, respect and confidence. Building on these shared values, we are delighted to partner with FC Barcelona and develop a series of sports programmes with our well-known MILO brand, designed to encourage more young people to take part in sport and enjoy a balanced diet. With this partnership, we aim to make a difference to lives of millions of children across the world.”
One of the key initiatives in Singapore this year will be the launch of the MILO Cup, a local soccer tournament for young children between the ages of six to fourteen. “The platform, which is complimentary, seeks to inspire active lifestyles for kids in Singapore and will help identify the next generation of local sporting talent. We’re excited to build on MILO’s rich heritage of championing young people and sport through this fresh partnership, “said Mr Chow Phee Chat, Director, Marketing Communications and Corporate Affairs, Nestlé Singapore.
The best players from the MILO Cup will be subsequently shortlisted for the opportunity to train overseas with FC Barcelona. In addition, local football icon, Fandi Ahmad will be the MILO Cup’s ambassador. He will be among the panel of judges selecting Singapore’s best and brightest.
The partnership between the world’s largest food manufacturer and leading Catalan football club was first announced in November 2016 at Camp Nou in Barcelona and MILO has also become the official tonic food drink of FC Barcelona. This is also the first time Nestlé has teamed up with a major football club.
Xavier Asensi, Managing Director Asia Pacific, FC Barcelona said:
“Teamwork is the key for our partnership, and FC Barcelona and Nestlé MILO are on the same team. Our values are complementary to Nestlé MILO’s and through the various programmes and activities over the next four years, we aim to educate children about the benefits of a healthy lifestyle and the importance of exercise and physical activity as part of their growth. Like MILO, we believe that through sport, children will gain the necessary tools and essential values which will give them the best start and set them up well for their adult lives.”
For 150 years Nestlé has been working to enhance the quality of life and contribute to a healthier future, helping children to get the best start in life. MILO has also long been associated with physical activity and the brand has delivered youth sports programmes and nutrition projects for over 50 years which impact 22 million children each year. With the global partnership with FC Barcelona, MILO will be bringing the programmes beyond this 22 million to millions more over the next four years.
About Nestlé MILO
MILO is a tonic food beverage made from the natural goodness of malt, milk and cocoa. First launched in Australia in 1934 it is presently available in over 40 countries across the world. MILO is the worldwide leader in the Chocolate Malt Beverage powder market and served over 36.3mio times daily (fortified serves). MILO contains ACTIVGO, a combination of PROTOMALT, vitamins and minerals, providing children with nutritious energy.
MILO has a history of over 50 years of MILO sports coaching programmes, promoting healthy, active lifestyle among children and believing that sports teaches positive values such as perseverance, teamwork, courage which sets the foundation for a child’s development. Annually, more than 22 million children are engaged in MILO grassroots sports development programs.
About FC Barcelona
FC Barcelona was founded on November 29, 1899 through the initiative of a Swiss gentleman named Hans Maximilian Gamper, popularly known as Joan Gamper. Since it was founded, the Club has had 44 different presidents. From Walter Wild to the current President, Josep Maria Bartomeu, Barça has grown into a massive social phenomenon that reaches far beyond the bounds of mere sport.
The Club has grown along with the city around it, and has come to represent Barcelona and Catalonia all around the world. The Club is now a global brand and a giant in the sports world.
FC Barcelona has one of largest memberships among football clubs worldwide and its achievements have also made it one of the most successful. The many famous victories and the Club’s all-time greats (Kubala, Cruyff, Maradona, Romário, Rivaldo, Ronaldinho, Messi, and so many more) form an important part of the Barça legacy.
Shree Ann Mathavan
Corporate Affairs & Public Relations Manager
Tel: +65 6836 7173
Email: [email protected]
Ogilvy Public Relations Singapore
Tel: +65 6213 9953
Email: [email protected]