In this deal, the brand has been named the official partner of MiniRoos, Australian football’s official junior football program.
In 2023, nearly 240,000 children took part in MiniRoos, an extremely prevalent offering that is fun, inclusive, and family-focused and tailored for boys and girls of all abilities aged 4 to 12, spanning pre-school through primary school.
The agreement arrives at a time when overall football participation in 2023 increased by 12% to 1,715,441, with a rise of 8% in outdoor football registrations over the previous year.
Football Australia, CEO, James Johnson, 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.”
Throughout the collaboration, Football Australia and Milo will involve individuals in bespoke MiniRoos programs such as Kick-Off, Club, and Sporting Schools.
In addition, the Milo brand will be featured on MiniRoos participants’ and coaching workforce attire, as well as get access to sampling opportunities at Football Australia events, incorporation into MiniRoos teaching tools, and Football Australia digital platforms and social media engagement. MiniRoos will also benefit from significant marketing and retail potential as a result of the agreement.
Nestlé Dairy Business Manager, Rebecca Dobbins, said, “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.”