You are here: Home » PTI Stories » National » News
Business Standard

AFI ropes in multi-national company Nestle as NIDJAM title sponsor

Topics
Sports

Press Trust of India  |  New Delhi 

In a big boost to Indian athletics, the national federation has roped in multi-national food and beverage company Nestle as the title sponsor of its grassroot development National Inter District Junior Athletics Meet (NIDJAM).

Minister Kiren Rijiju on Friday unveiled Nestle Milo as the title sponsor of NIDJAM, touted as one of the world's largest talent hunt programmes for a single sport, with over 50,000 young athletes participating in it every year.

Milo is the chocolate malt beverage brand of Nestle.

"...it is heartening to know corporate entities are backing a talent hunt initiative that involves young athletes from nearly 500 districts of India. NIDJAM will be a good model for all other disciplines to follow as well," Rijiju said.

"I congratulate the AFI on their good work and I am certain this partnership with Nestle Milo will further strengthen the programme and its outcome will be visible to all."

NIDJAM is a platform for boys and girls in Under-14 and Under-16 age groups to showcase their talent across 10 athletics disciplines. In the past, NIDJAM has unearthed champions like Neeraj Chopra, Dutee Chand, Navjeet Kaur Dhillon and V Subha.

The 2019 edition of NIDJAM will be held between November 24 and 26 in Andhra Pradesh.

Present at the unveiling event were Indian Olympic Association President Narinder Dhruv Batra and AFI President Adille Sumariwalla who welcomed Nestle-Milo as title sponsor of NIDJAM.

"We believe Nestle-Milo is a great brand fit and that it will enjoy the partnership with the federation as the AFI is poised to take track and field sport to new levels in India," Sumariwalla said.

"This year, we are taking it to newer heights by not only increasing the platform's reach to over 400 districts, but we will also be extending financial support to over 100 district associations across the country as a way of recognizing and rewarding their hard work.

"It is a reflection of the positive direction in which AFI has been moving, both in identifying and nurturing talent that makes India proud on international platforms."


Starting this year, talented athletes identified at NIDJAM will be trained and groomed by expert coaches at special national camps, in partnership with Khelo India with 2024 and 2028 Olympics as targets.

"As the world's number 1 cocoa-malt beverage, we are honoured to partner with NIDJAM -- one of the largest Indian national talent selection programmes. It is a proud moment for Nestle MILO and we are certain that the collaboration with AFI will strengthen our nation's commitment to encourage a healthy and active lifestyle," said Nestle India Ltd. Chairman and Managing Director Suresh Narayanan.

"Sport is part of MILO's DNA. As a brand, MILO encourages participation in at an early age."

Ajit Ravindran, Managing Director of AFI's marketing partners Meraki Sport & Entertainment, said, "While on one hand NIDJAM as a platform has been contributing to our nation's sporting capital for the last 15 years, on the other, Milo's philosophy is to enable all round development amongst kids, through sport. There could not have been a better value match.

(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)

Dear Reader,


Business Standard has always strived hard to provide up-to-date information and commentary on developments that are of interest to you and have wider political and economic implications for the country and the world. Your encouragement and constant feedback on how to improve our offering have only made our resolve and commitment to these ideals stronger. Even during these difficult times arising out of Covid-19, we continue to remain committed to keeping you informed and updated with credible news, authoritative views and incisive commentary on topical issues of relevance.
We, however, have a request.

As we battle the economic impact of the pandemic, we need your support even more, so that we can continue to offer you more quality content. Our subscription model has seen an encouraging response from many of you, who have subscribed to our online content. More subscription to our online content can only help us achieve the goals of offering you even better and more relevant content. We believe in free, fair and credible journalism. Your support through more subscriptions can help us practise the journalism to which we are committed.

Support quality journalism and subscribe to Business Standard.

Digital Editor

First Published: Fri, August 23 2019. 21:00 IST
RECOMMENDED FOR YOU