Singapore Sports Council and Nestle Milo ink partnership to champion youth sports

The Singapore Sports Council (SSC) and Nestle MILO have signed a Memorandum of Agreement (MOU) today at Seng Kang Primary School to seal a year-long partnership to champion youth sports development and learning through play.

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 in Singapore.

The MOU will be completed in three phases, beginning this month and lasting until December 2010, with MILO pledging more than S$3 million in cash and kind, together with substantial investment in activation programmes.

The MOU marks MILO's sixtieth year in its advocacy of the development of youth sports in Singapore.

Activities will be rolled out in three phases in 2010 - Inspiring Singapore, Cheering Singapore and Legacy Singapore.

Inspiring Singapore will start immediately with MILO supporting about 490 athletes across twenty-six Olympic sports, with athletes and NSAs receiving about S$200,000 from the 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 twenty-six Olympic sports to promote sports development amongst the youth, further advocating MILO's "Play More, Learn More" campaign this year, championing learning values such as confidence, sportsmanship, respect and other lessons gained from an active sporting lifestyle.

Other plans in the pipeline include the production and launch of an eight-episode reality sports programme, featuring youth contestants, in which 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 23rd May, 2010.

The occasion was attended by Dr Vivian Balakrishnan, Minister for Community Development, Youth and Sports, Mr Teo Ser Luck, Senior Parliamentary Secretary, Ministry of Community Development, Youth and Sports and Ministry of Transport Singapore and Team Singapore youth athletes, such as Adam Goh (Basketball), Terence Choo (Sailing), Abel Lim (Shooting), Amanda Lim (Swimming) and Chau Hai Qing (Table Tennis).