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Football Australia partners with Milo to elevate MiniRoos experience

Written by MOS Editorial Team

Published on 1 February 2024

Football Australia has announced it is teaming up with Milo as an Official Partner of MiniRoos, enhancing the experience for young football enthusiasts across the nation.

MiniRoos, Australian football’s premier junior program, engaged nearly 240,000 children in 2023. Designed for boys and girls aged 4 to 12, MiniRoos expresses fun, inclusivity and family involvement, spanning from preschool to primary school years.

The collaboration with Milo arrives amidst a surge in football participation, with a remarkable 12 percent increase to 1,715,441 participants in 2023, including an 8 percent rise in outdoor football registrations from the previous year.

“We are thrilled to welcome the iconic brand, Milo as an official partner of the highly popular MiniRoos program,” enthused James Johnson, CEO of Football Australia.

“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.”

As part of the collaboration, Football Australia and Milo will engage participants through tailored MiniRoos programs such as Kick-Off, Club, and Sporting Schools. Milo branding will be featured on MiniRoos participants’ and coaching workforce apparel, with access to sampling opportunities at Football Australia events and integration into MiniRoos education resources.

“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,” added Rebecca Dobbins, Nestlé Dairy Business Manager.

“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 joins a prestigious roster of partners with Football Australia, including Nike, CommBank, Subway, Cadbury, CUPRA, LEGO and Qantas, underscoring the organisation’s commitment to collaborating with brands that share its values.