Australia’s nationwide football-governing body, Football Australia, has signed a partnership agreement with Swiss food and drink conglomerate Nestlé.
The partnership, set to be focused on “developing grassroots sports participation”, will see Nestlé’s chocolate-flavoured milk powder brand Milo become an Official Partner of Football Australia’s “MiniRoos” junior football programme. Milo’s branding will thus feature on the Miniroos apparel, with Milo also providing sample products at Football Australia-hosted events.
In 2023, the Miniroos programme saw more than 204,000 participants across the ages of 4 to 12.
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James Johnson, CEO, Football Australia, said:
“We are thrilled to welcome the iconic brand, Milo as an official partner of the highly popular MiniRoos program. This exciting new partnership brings together two of Australia’s most-loved brands in Milo and MiniRoos to deliver the number one junior sporting program in the country at a time where participation and registration numbers are surging buoyed by the performances of our Subway Socceroos and CommBank Matildas, who continue to capture the hearts and minds of Australians.
“Together with Milo, we will provide a greater opportunity for more girls and boys to participate in football by delivering a positive playing environment for children aged 4 – 12 nationwide. This increased participation in MiniRoos will support Aussie kids to become more active, underpin growth in youth and senior football, and lay the platform for the future success of Australia’s national teams. This partnership with Milo further demonstrates Football Australia’s efforts to work with brands that align with our own values, and we look forward to delivering more MiniRoos’ programs than ever before, which will have a lasting impact on the participant and the sport for many years to come.“
Rebecca Dobbins, Business Manager Oceania — Dairy and RTD, Nestlé, commented:
“Milo promotes the idea that the values learned through sports can be applied to life, so we are thrilled to provide access to sports activities through our partnership with Football Australia and MiniRoos. It’s the perfect timing, as the sport grows, to help support the momentum of grassroots activities, something that’s been close to the heart of the Milo brand for many decades.“
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