Cricket Australia and Milo part ways, ending 25 year junior games partnership
Nestlé and Cricket Australia have jointly announced they are likely to end Milo’s sponsorship of junior cricket programs after a 25 year partnership.
Cricket Australia is planning to relaunch its junior programs in time for the 2018-19 season, with Milo in2CRICKET and Milo T20 Blast continuing until the end of the current season.
While the statement noted Milo and Cricket Australia are exploring options to continue their association beyond the current season, Cricket Australia CEO James Sutherland thanked Milo for the partnership and their support of junior programs which began in 1992 and more recently featured stars Michael Clarke and Holly Ferling.
“We are extremely grateful for the loyal support of Nestlé (through their Milo brand) for sponsoring our junior participation programs over such a long period,” Sutherland said.
“This has been an extraordinary partnership – and has been instrumental in providing generations of boys and girls with the inspiration to play cricket and to develop a lifelong love of the game.
“Whilst we are sorry to see the end of our formal association with Milo, we note that this vacancy in our sponsorship ranks provides a unique opportunity for prospective commercial partners who wish to be associated with Australia’s national sport and our deep roots that extend back to kids, families and the broader community.”
Nestlé general manager for dairy Andrew McIver said that it had been a thrill to be part of a generation of children taking their first steps into sport.
“Seeing young children picking up a cricket bat and taking their first swing at a ball, knowing that we’re setting them for a lifetime of loving sport and being active, has been immensely satisfying for the Milo team. We want to thank Cricket Australia for such an enduring, valuable partnership.”
Up steps KFC
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Off to Ovaltine.
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Looks to me like Cricket Australia easing out of a sugary sponsorship likely to become a brand issue down the track. Well done both parties on showing it can be done respectfully and responsibly. Other brands and sporting bodies take note.
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Ready, I fear that you might be right. Very short-sighted move by Cricket Australia, chasing increased $$s rather than valuing a long-term partnership…
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Good morning, my name is Mark Stewart. I am secretary of Beechwood Cricket Club and would Milo Cricket to assist with a development day and Registration Day with Beechwood Public School Friday 21st September 2018.
Regards Mark
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Last season, 2017, my nephew played in the Milo into cricket and was excited to recieve his pack after registration which comprised a backpack, bat, ball, drink-bottle, shirt and sun hat. This year, for $99 he got a cap and a fridge magnet. Where did all the money go?
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My nephew played Milo in 2 CRICKET, last season(2017) and was excited to recieve his gear pack which included a backpack, bat,ball,shirt, drink-bottle and a sunhat. This year for $99 there was a cap and a progress chart. Where did all the money go?
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Want to register my child
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