Nestle Milo has partnered with FC Barcelona to promote healthier lifestyles and the importance of physical activity to young people across Asia, Oceania, Africa and Latin America.

Under the four-year global partnership, Nestle Milo will become the official tonic food drink of FC Barcelona. In some countries in Europe, the Middle East and Africa, the partnership will extend to include Nestlé’s Nesquik brand.

Nestle said in a statement that that Milo is its billionaire brand. It has been running grassroots sports programmes for young people around the world for more than 50 years. Around 22 million children are involved in sport and nutrition projects delivered by Milo.

Patrice Bula, executive vice president Nestle SA, said: “By educating young people about the importance of sport and physical activity as part of a healthy lifestyle, we want to contribute to a better future for the next generation. By regularly taking part in sport, young people learn from an early age learn the values of fairness, effort, teamwork, respect and confidence. With this partnership, we aim to help make a difference to the lives of millions of children across the world.”

“The global sponsorship deal with Nestle Milo consolidates attempts to make the club more global and reinforces the club's association with market leaders,” said Manuel Arroyo, vice president for marketing and communication, FC Barcelona, adding that “Nestle Milo, like FC Barcelona, believes in the importance of playing sport from a young age as a key tool for learning essential values for children’s development.”. — VNS