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Milo to kick off Champions Cup under sport marketing strategy

Jul 22. 2019
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By THE NATION

Milo chocolate malt beverage is elevating its sport marketing strategy with the “Milo Champions Cup”, the company’s first global football tournament that reinforces its commitment to encourage Thai children to “Grow with Sport” because “sport is a great teacher”, the firm announced.

Milo, which has been supporting Thai children through sport for decades, will send a team of eight talented young football players to represent the country at the Champions Cup to be held from July 31 to August 4. 

These players, aged 8 to 12, will have the opportunity to become real-life champions by learning new skills during the Champions Cup, which will bring together football players from 15 countries to train with experts under the Barca Academy Programme at Camp Nou, FC Barcelona, in Spain, the company said.

“Milo continues to support Thai kids to ‘Grow with Sport’ as sport is a great teacher,” said Chaiyong Sakulborrirug, business executive officer of Dairy & Adult Nutrition, Nestlé (Thailand). “This year, Milo has elevated our successful sports marketing strategy to a global level with the Milo Champions Cup. This is Milo’s first world football tournament in collaboration with FC Barcelona, where young players from 15 countries can develop their skills together while learning about one another’s cultures and gaining valuable life experience,” Chaiyong said.

“Losing or winning is not as important as encouraging the spirit of sportsmanship, understanding how practice helps them to improve, and having the positive attitude needed to become a champion, not only on the playing field but in real life. Milo will continue to inspire Thai youth to Grow with Sport for their future success,” he affirmed.

Under the Barca Academy Programme, the young ones will learn to be more creative on the field and strengthen their teamwork in areas such as controlling the ball and fast kicks. The tournament will also have a special rule for granting Milo Green Cards to players who demonstrate the spirit of sportsmanship during a game, in line with the firm’s global concept that good sportsmanship is the key to becoming a good player. The Champions Cup also offers opportunities for female players to join the teams, with each team requiring at least one female player for every match.

“We believe our Milo Thailand team will enjoy a wonderful experience at FC Barcelona, and maybe even win the cup for our nation. However, our ultimate goal is to inspire Thai youth to Grow with Sport to help them become a success when they get older, which reflects Nestlé’s purpose of enhancing the quality of life and contributing to a healthier future,” Chaiyong added.

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