Football Australia, the Australian soccer governing body, has announced a new partnership with global food giant Nestle focused on developing grassroots sports participation.

The partnership will be focused on Nestle’s powdered malt drink brand Milo, which will officially partner with Football Australia’s MiniRoos junior soccer program.

The program, which boasted almost 240,000 participants in 2023, covers children ages 4 to 12 and aims to drive their participation in soccer.

Milo branding will appear on apparel worn by MiniRoos participants and staff and will provide opportunities to sample products at events hosted by Football Australia.

MiniRoos and Milo will have the opportunity to collaborate on co-branding campaigns and the powdered drink brand will also have a presence on Football Australia’s social media channels.

 Rebecca Dobbins, business manager at Nestle’s dairy arm, stated: “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.”

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“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.”

Among Football Australia’s other partners, Nestle most prominently joins global sportswear giant NIKE in sponsoring the governing body.

Nike renewed its partnership with Football Australia in November 2023 for another ten years, seeing it through into the next decade.

The agreement sees the brand continue to be the official apparel partner for all Australian national teams, including the men’s Socceroos, women’s Matildas, junior, and youth men's and women's squads, as well as the Pararoos, and ParaMatildas.