MILO Extends Partnership with EJ Obiena in Homecoming Ceremony

MILO Philippines held a homecoming ceremony last September 10 for EJ Obiena, the country’s top pole vaulter. Obiena was also presented with an appreciation souvenir that holds messages from his fans during a program held in Nostalg Center in Ortigas, Pasig. 

MILO Brand Ambassador

Carlo Sampan, MILO’s Head of Sports, and Kingsley Ceña, assistant brand manager, also signed a contract with Obiena extending the brand’s partnership with the two-time Olympian. Obiena was also featured in the latest packaging of the beloved chocolate drink which is also celebrating its 60th anniversary. 

EJ recalls that even during his childhood, MILO has been a part of his life. He recalls his mom serving him a glass of MILO together with hot pandesal. Obiena shared that he drinks MILO as part of his post-training recovery.

“A few years later, I am proud to see my own MILO pack. I suppose this is a full circle. Having my own MILO pack was just a childhood dream. If you can envision it, it can happen,” he said in a Facebook post. 

The partnership also extends to MILO helping Obiena to promote the sport of pole vaulting to a larger audience, especially young Filipinos. Obiena’s grassroots program aims to introduce Filipino kids to world-class skills-building and training. 

Grassroots Program for Future Pole Vaulters

After the homecoming ceremony, Obiena and the MILO team proceeded to the Oranbo Elementary School where he was greeted warmly by the students and teachers. Obiena once competed in the Palarong Pambansa, an annual meet organized by the Department of Education (DepEd). 

While he did not made any podium finish during the stint, he never doubted his abilities and still went on to be a top-caliber athlete. 

Obiena finished 4th place during the Paris Olympics 2024 and is currently ranked as the world’s third-best pole vaulter. He credits his success to his parents Emerson and Jeanette who helped him in every step of his career. EJ’s parents were also accomplished athletes in their rights, with his father a former pole vaulter, while his mother was a former hurdler.