KUALA LUMPUR – The Malaysian Games (Sukma) is vital for developing the country’s elite athletes by providing a national platform for young talents to showcase their skills and gain competitive experience.
Apart from being a springboard to national and international opportunities, it also fosters talent, builds mental resilience, and encourages state-level sports programmes.
As such, receiving holistic support from various stakeholders is crucial in ensuring Sukma’s continued success and impact.
This support comes in various forms, including sponsorships, community engagement, and infrastructure development.
Milo, as a platinum sponsor for Sukma Sarawak 2024, exemplifies the importance of such collaboration.
The company has engaged with 10,000 students across Sarawak through on-ground activities – including mini-games and hands-on sporting experiences – creating a strong local awareness and excitement for the event.
“Milo’s support for Sukma XXI reflects our enduring commitment to nurturing future champions and fostering a healthier, more active community,” said Lim Kerwin, Milo’s head of sports marketing.
“We are privileged to be part of Sukma’s journey and to play a role in elevating the standard of sports in our nation.”
The involvement of sponsors like Milo highlights the broader impact of Sukma on Malaysia’s sporting culture.
By providing free Milo drinks at event venues and setting up the 360° Immersive Milo Goodness Truck, they enhance the spectator experience and further engage the community.
Datuk Hii Chang Kee, CEO of Sukma XXI Sarawak 2024, expressed his gratitude for the support.
“We extend our deepest appreciation to Milo for their generous contribution. Their support is crucial in celebrating and developing our young athletes and demonstrates a strong belief in the potential of our youth.”
Sukma plays a crucial role in identifying and nurturing young talent who could achieve success on the global stage.
The prestigious biennial national multi-sport event will be held from August 17 to 24, featuring 37 sports and 488 events.
The event not only highlights individual athletic achievements but also serves as a testament to the effectiveness of community and corporate collaboration in building a robust sports culture. – August 15, 2024