From sari-sari stores, groceries, to national television, MILO has been advertised heavily across the country. And for the longest time, it is arguably one of the most popular brands in the Philippines.
Paraded by internationally renowned athletes such as basketball stars Chris Tiu and Kiefer Ravena, taekwondo champ Japoy Lizardo, volleyball phenom Alyssa Valdez, and more recently, Olympic gymnast Carlos Yulo, MILO asserts itself as the brand of the champions.
Bringing this reputation with the aim of beating the energy gap, the University Athletic Association of the Philippines (UAAP) signed a partnership with the brand last March 31.
In a press conference, UAAP President Emmanuel Calanog publicized that there is a vast number of athletes that the brand plans to dub as their newest ambassadors. Some of these include Green Archers Justine Baltazar and Deschon Winston, Fighting Maroon CJ Cansino, Tamaraw Patrick Sleat, and Lady Eagle Faith Nisperos, who are all deserving to represent the brand.
Inspiring future champions
MILO believes that “great things start from small beginnings”—which is what mostly influences their move to partner with the sporting league for Season 84. “Start ‘em young, diba?” remarks Calanog. “That’s what we agreed upon [with MILO] and we can’t wait to further this partnership with even more green branding because Animo! But this is not just a DLSU thing.”
Among the perks of the partnership will be the iconic MILO trucks that will give away free MILO chocolate drinks to UAAP fans on game day. They are expected to be seen around the usual UAAP venues: the SM Mall of Asia Arena, FilOil Flying V Centre, and Smart Araneta Coliseum.
Athletes, meanwhile, will be getting specially formulated energy drinks to replenish their energy during games: the MILOrade. While the rest of its ingredients are undisclosed, MILO confirms that the MILOrade will still contain the trademark malty taste and the “usual energy drink components but with a twist!”
Furthermore, the dark orange ball will be replaced with a newly designed green basketball for Season 84—similar to what is used by MILO Best Center sports clinics across the country. “Our brand needs to be cohesive,” asserts MILO Assistant Vice President for Marketing Lester “Malty” Castillo. “I think it’s also very timely that La Salle is the host university this season. But of course, this has no ulterior motive like painting Ateneo’s jerseys green.”
MILO and UAAP also reveal that the Beat Energy Gap theme song will instead be played on loop in all games. To this, Lady Spiker Mereophe Sharma says she cannot wait to time her blocks to the beats of the tune. “I’m sure coach Ramil [de Jesus] will be happy to see us ‘be a champ every day.’”
To complete the entire MILO experience, the best player of each UAAP game will be dancing to the said song to create a trend for fans and players to further associate MILO as the champions’ choice.
But boosting the competition with champion energy is not just about the athletes’ will and strong mind during training. They also need something that sparks joy in them outside training: the fans.
To reward the ones most eager to watch games live after a two-year hiatus, UAAP fans will be treated to the MILO Liquid 1—MILO’s first high-performance shoes that will allow fans to jump higher than they could when they cheer for their teams. A secret formula in the shoes will also grant whoever wears it a “never-ending increase in energy so that they would not be tired to cheer for their teams—especially La Salle,” says Castillo.
Endorsers of the brand have previously tested the capabilities of these shoes, and based on positive reviews from some endorsed athletes, it seems that this pair will also do exceptionally well during competitive tournaments. “Hindi lang siya masarap sa paa, kasama na din ‘yung pakiramdam na mas mabilis ako at mas mataas akong tumalon,” Baltazar exclaims.
(The shoe isn’t just comfortable, it makes me feel like I can run faster and jump higher, too.)
Champion in all aspects
Commenting on the partnership, Castillo expresses, “As a company, we have always pushed the MILO brand to be a benchmark of sports nutrition,” he continues, “And this partnership with UAAP, we now have solidified that claim.” In addition Baltazar also weighed in on the conversation saying “MILO na iniinom ko nung bata pa ako, kaya siguro naging 6’10” ako.”
(As a kid, I always drank MILO, and I think that is why I grew to be 6’10”.)
Moving forward, Castillo also reiterates that Nestlé—the parent company of the brand—still wants to corner the market in terms of sales. While maintaining a sizable lead in the country’s market share for chocolate drinks through MILO, the company also wants to take part in other sports such as cheerdance. “If it comes to fruition, we will be furthering what James Reid had started,” he adds. Aiming to realize their goal, the brand is currently scouting MILO talents. Come the UAAP cheerdance competition, MILO will sponsor the champion team, who in turn, would promote the brand. As performances are limited, MILO is looking into having the “would-be trendy performances” via TikTok. The partnership between the UAAP and MILO is truly groundbreaking and inspirational not just for the fans of the UAAP but also for the young generation of athletes who will grace the courts of the league in the future. But to answer the question of how long this partnership will last, Calanog assures, “For as long as La Salle is green, we will continue to be champions with MILO—every day.”