Football Australia partners with Milo for junior program

Football Australia has named Nestle’s Milo as the official partner of its junior football program MiniRoos.

The partnership marks Milo’s return to junior sports after it parted ways with Cricket Australia in 2018  after 25 years.

It comes as football participation continues to surge in the aftermath of the Commbank Matilda’s 2023 Women’s World Cup campaign, with the Subway Socceroos currently representing the nation in the men’s Asian Cup.

In 2023, almost 240,000 children participated in the MiniRoos program, which is specifically to children of all abilities aged four to 12. Overall, participation in football grew 12% last year to 1.72 million, with an 8% increase in outdoor football registrations.

Football Australia CEO James Johnson described the partnership as bringing together “two of Australia’s most-loved brands”.

“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,” Johnson said.

“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.”

He continued: “This partnership with Milo further demonstrates Football Australia’s efforts to work with brands which align with our own values, and we look forward to delivering more MiniRoos’ programs that ever before, which will have a lasting impact on the participant and the sport for many years to come.”

The partnership will encompass bespoke MiniRoos programs Kick-Off, Club and Sporting Schools. The Milo brand will feature on MiniRoos participant and coaching apparel and gain access sampling opportunities at Football Australia events. In addition, the brand will be integrated into MiniRoos education resources and feature on Football Australia digital channels and social media activity. 

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.”

Milo is joins Football Australia’s partnership lineup alongside existing partners Nike, CommBank, Subway, Cadbury, CUPRA, LEGO, and Qantas.


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