KUALA LUMPUR — Milo has reaffirmed its commitment to inclusivity in Malaysian sports by supporting the Para Sukma Sarawak 2024.
As the platinum sponsor of the Games, held from September 22 to 28, Milo emphasises that every athlete, regardless of ability, deserves the chance to compete.
“For over 70 years, Milo has been a key part of Malaysia’s sporting journey. We are dedicated to making sports 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 in a statement today.
Meanwhile, Datuk Seri Fatimah Abdullah, Minister of Women, Early Childhood and Community Wellbeing Development Sarawak, expressed gratitude for the initiative.
“(Milo’s) dedication has encouraged greater participation among Malaysians, including those with physical limitations, fostering a more inclusive sports scene.”
Milo has long championed Malaysia’s sporting culture, believing that sports inspire active lifestyles and instil essential values like teamwork.
The brand’s commitment extends to grassroots levels, supporting initiatives like the MSSM Pendidikan Khas programme, which provides children with special needs access to sports.
This programme nurtures young athletes with disabilities, fostering their passion and paving the way for their future representation internationally.
Paralympic long-jump champion Datuk Abdul Latif Bin Romly exemplifies the success of these initiatives, having benefitted from the MSSM-KPM-Milo awards in 2015.
Beyond supporting athletes with disabilities, Milo actively promotes sports participation among underrepresented communities.
The Kejohanan Sukan Sekolah Murid Orang Asli (KSSMOA) provides orang asli children from Sabah and Sarawak with sports opportunities, while the Copa Futsal tournament encourages inclusivity for women and girls, allowing them to compete in a supportive environment.
Milo’s recent contribution of over RM500,000 to honour Malaysia’s Olympic and Paralympic athletes further exemplifies its commitment to sports inclusivity, with each of the 26 Olympic and 30 Paralympic athletes who competed in Paris receiving RM10,000. — September 26, 2024