Contributed by Samantha See

nestle sponsorship

Dr Vivian Balakrishnan (in red): “I would just like to offer our appreciation for the support by this company (Nestle Singapore) and hope that more companies would follow in its footsteps and understand that sports is a ready-made vehicle to build brand equity, brand recognition and as well as a long-term relationship.” (Photo courtesy of Samantha See)

Seng Kang Primary, February 19, 2010 - The Singapore Sports Council (SSC) and Nestle Singapore signed a Memorandum of Agreement (MOU) today for a year-long agreement to champion youth sports development and learning through play.

Said sports minister Dr Vivian Balakrishnan: “Well, I was very happy to be here for this MOU signing, the relationship with Nestle Milo and Singapore Sports has been a very long-term relationship over 5-6 decades. I think almost every child in school taking part in sports will remember the cold Milo drinks.

“I think its just a reflection of the long-term investment by Nestle Milo in building up brand equity, brand recognition, and the symbiotic relationship between business and sports, so the value of the current sponsorship is in excess of $3 million, and I would just like to offer our appreciation for the support by this company, and hope that more companies would follow in its footsteps and understand that sports is a ready-made vehicle to build brand equity, brand recognition and as well as a long-term relationship,” the minister added.

Under the MOU, the SSC and Milo will be working closely on multiple synergistic programmes and platforms, all contributing towards youth sports promotion and development. The MOU will be completed in three phases, beginning from February till December 2010, with Nestle Singapore through its Milo brand pledging more than S$3 million in cash and kind, with substantial investment in activation programmes. The MOU marks the brand’s 60th year of youth sports advocacy in Singapore.

Expressing his thoughts on the partnership, Mr Oon Jin Teik, chief executive officer of SSC said: "Singapore's young people under the age of 25 account for about one-third of our population, according to the latest data available. This 1.16 million-strong demographic will be our next generation of elite athletes, coaches, officials, volunteers, administrators and visionaries.

“They will ensure the expansion and self-sustainability of our sports sector. Hence, we need to prepare them to take on these roles for Singapore. I firmly believe that this partnership with Milo will be a huge step in helping us shape the youth of today for tomorrow's sporting needs."

Through the Nestle and SSC partnership, both organisations will be rolling out activities under three phases in 2010 - Inspiring Singapore, Cheering Singapore and Legacy Singapore.

Inspiring Singapore will start immediately with Nestle supporting about 490 athletes across 26 Olympic sports, with all the athletes and NSAs receiving about S$200,000 from this partnership.

The second phase, Cheering Singapore will see the launch of activities to rally Singaporeans to cheer on their athletes and support them for the upcoming major games.

Finally, Legacy Singapore will celebrate and congratulate the performance of athletes, with plans to launch satellite centres for each of the 26 Olympic sports to promote sports development in youths.

Other plans in the pipeline include the production and launch of an 8-episode reality sports programme, featuring youth contestants where they will have to use their wits, skills and physical strength to compete against one another in a series of fun sporting activities. The programme will be broadcasted on Starhub's Super Sports Arena Channel from May 23, 2010.

Mr Suresh Narayanan, Managing Director of Nestle Singapore, expressed his enthusiasm for the new campaign.

"We firmly believe that an active lifestyle through sports is an excellent avenue for youths to pick up key values and attitudes towards life, equipping them with the mindset and life skills that cannot be picked up from books. As we celebrate about 60 years of Milo’s involvement with sports development in Singapore, we are honoured to be able to commemorate our involvement and commitment to the community through this partnership with the SSC.

“Sports is a wonderful platform for our youths to learn important values such as honesty, teamwork, fair play, respect, adherence to rules, discipline, perseverance, resilience and a strong sense of purpose and we hope this partnership will further engage the youth in Singapore and develop them to their full potential."