By supporting Para SUKMA XXI and other sporting initiatives, Malaysia’s beloved beverage reaffirms its enduring commitment to making sports accessible for all.
Kuching, 30 September 2024, 2024, Building on its recent role as Platinum Sponsor for SUKMA XXI Sarawak 2024, MILO® continues its unwavering commitment to making sports accessible to all Malaysians by supporting PARA SUKMA XXI Sarawak 2024. As Platinum Sponsor, MILO® demonstrated its long-standing dedication to empowering athletes of all abilities for the recent games that was held from 22 September to 28 September 2024 in Sarawak.
“For over 70 years, MILO® has been a key part of Malaysia’s sporting journey. 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,” said Lim Kerwin, MILO® Head of Sports Marketing.
Yang Berhormat Dato Sri Hajah Fatimah Abdullah, Minister of Women, Early Childhood and Community Wellbeing Development Sarawak, added, “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.”
A Legacy of Sports Inclusivity
For decades, MILO® has been championing Malaysia’s sporting culture, believing that sports inspire active lifestyles and instil values like teamwork and sportsmanship in the younger generation. The brand is dedicated to making sports accessible to all, regardless of physical ability, background, or experience level, embodying a spirit of inclusivity and equal opportunity.
This commitment is reflected in MILO’s long-standing support of the Olympic Council of Malaysia (OCM) and Paralympic Council of Malaysia (PCM), as evidenced by its recent contribution of over RM500,000 to honour the nation’s sporting heroes. This includes providing RM10,000 to each of the 26 Olympic and 30 Paralympic athletes who competed in Paris, in recognition of their inspiring dedication and performances.
MILO®’s commitment to sports inclusivity starts at the grassroots level. Through its long-standing partnership with the Ministry of Education (MOE) and Malaysia School Sports Council (MSSM), MILO® supports the MSSM Pendidikan Khas programme, ensuring that children with special needs have access to sports from an early age. This programme nurtures young special needs athletes, fostering their passion for sports and providing them with opportunities to develop their skills and pursue their dreams of representing Malaysia internationally. Paralympic long-jump champion, record-breaker, and gold medallist Datuk Abdul Latif Bin Romly, a recipient of the MSSM-KPM-MILO® awards in the Anugerah Pendidikan Khas Putera Category 2015, is a prime example of the programme’s success.
Extending Inclusivity to Underrepresented Communities
MILO®’s commitment to inclusivity extends to other underrepresented communities to grow sports participation. Through the Kejohanan Sukan Sekolah Murid Orang Asli (KSSMOA), MILO® provides Orang Asli children from Sabah and Sarawak with opportunities to engage in sports. Additionally, MILO®’s COPA FUTSAL tournament promotes sports inclusivity for women and girls of all skill levels, providing an open platform for them to compete and hone their skills in a supportive environment.
This commitment also goes beyond competitive events. For the past decade, MILO® has proudly supported 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.
Aside from supporting sporting events and organising various sporting initiatives, MILO® also devotes its resources to develop healthier and tastier products that adheres to strict nutrient criteria, including reduced sugar, sodium, and fat with increased fibre content. Certified with the Healthier Choice Logo (HCL), MILO® remains an iconic, nutritious, and energising beverage loved by generations.
