Nestlé MILO Celebrates a Decade as Title Sponsor of Tiền Phong Marathon
Nestlé MILO has marked its 10th consecutive year as the title sponsor of the Tiền Phong Marathon, underscoring the brand’s ongoing commitment to promoting active lifestyles and youth sports development across Vietnam.
This year’s event, held in Vi Thanh City, Hau Giang Province, attracted over 11,000 participants—an all-time high—highlighting the growing prominence of the marathon in the region’s athletic calendar. The sponsorship aligns with Nestlé MILO’s “Active Vietnam” initiative, a long-term campaign supporting physical education and healthy habits among Vietnamese children and teenagers.
Since taking on the sponsorship in 2014, Nestlé MILO has worked in tandem with the Vietnam Athletics Federation and the Tiền Phong newspaper to help expand the event’s reach and foster a culture of sport nationwide. Over the past decade, the brand has contributed to the development of new youth athletics programs, sports infrastructure enhancement, and public awareness campaigns encouraging physical activity.
The 2024 marathon featured a dedicated category for student athletes, reaffirming MILO’s role in nurturing Vietnam’s future sporting talent. Speaking at the milestone event, Binu Jacob, managing director of Nestlé Vietnam, emphasized the value of consistent investment in sports as a catalyst for health and education outcomes. “We are proud to see how this collaboration has evolved into a platform that inspires millions of children to be more active,” Jacob noted.
Nestlé MILO’s sustained sponsorship reflects a broader FMCG trend of strategic brand alignment with health and wellness initiatives. With parents and educators increasingly prioritizing children’s physical well-being, brands that position themselves as enablers of healthy lifestyles are gaining deeper market traction and long-term loyalty.
As demand for purpose-driven brand engagement continues to rise, FMCG players are leveraging platforms like the Tiền Phong Marathon to build resonance with families, institutions, and communities. Nestlé MILO’s decade-long involvement in the event offers a compelling case study in consistent brand positioning aligned with societal impact.