Aside from the opening ceremony, the 2024 Paris Olympics was noteworthy because of the global sense of shared humanity it created. Moments of sportsmanship and revelations of true character almost eclipsed even the most impressive sporting accomplishments.
Think of US gymnasts Jordan Chiles and Simone Biles kneeling in salute to Brazilian gold medal-winner, Rebeca Andrade, on the podium. Then there’s the Polish gunman, Andrzej Głyda, who won the Olympic silver medal so casually, belying the hard work he’d have had to have put in to make his shots look so simple.
Sport is a great unifier. It’s about human nature and our shared humanity. Nelson Mandela understood this when he famously supported the Springboks at the 1995 Rugby World Cup.
Sport has been pivotal in building our national pride in South Africa and this Olympics, the pan-African spirit was evident across social media – when South African sprinters Akani Simbine, Bayanda Walaza, Shaun Maswanganyi and Bradley Nkoana won Olympic silver medals in the 4X100m, it is Africa as a whole, that won.
The uniting force of sport across what are often contested spaces; the camaraderie; the character-building; the team spirit… All of these are the reasons grassroots sport needs our backing in Africa.
“Grassroots sport” involves embedding all the critical life skills offered by sports in our youth by giving them the opportunities to participate… To play.
For children, sport fast-tracks the development of character traits that are essential for them to thrive: teamwork, discipline, resilience, communication, determination and perseverance to name a few.
In South Africa, where the prevailing climate of lack experienced by families navigating socio-economic challenges can often feel isolating, sport levels the playing field by offering children from all walks of life the opportunity to belong, to participate and to make an impact as part of a sports team.
It’s why corporate South Africa is playing a crucial role in partnering with government to fill the gaps in ensuring soft skills platforms such as sport and the arts – which often fall by the wayside in funding allocations – remain in reach for all children, no matter their daily reality.
Understanding that children need proper nutrition and the skills imparted while playing sport, brands like MILO® – with its “Energy to go further” nourishment promise – have taken the lead in supporting grassroots sport and developing the skills that will offer children emotional well-being and success into adulthood.
MILO® has intentionally committed to so much more than helping kids win everyday victories by providing them with nutritionally balanced energy (did you know there’s only 3.1g of sugar in a 200ml serving of Milo?)
The brand is actively democratising access to sport – and the values sport teaches – for all children, while also standing up for diversity and inclusion by championing participation of girls and children with disabilities.
They’ve taken it a step further to ensure that they deliver on their people- and planet-first commitment through sustainable sourcing practices, sustainable packaging (have you seen the new Milo pouches instore?), encouraging children to recycle, using green energy and reducing water usage.
Best of all, they’re not only nourishing future champions, enabling them to go further, they’re inspiring them to do so by supporting grassroots sport and the myriad life skills it offers.