Wrapping up its 25th race of the year in Iloilo City, the National MILO Marathon underscored its strengthened partnerships, rising nationwide engagement, and its increasingly vital role in the country’s sports ecosystem—key momentum drivers as the brand approaches its 50th anniversary in 2026.
Expanding economic and social footprint
Drawing over 24,000 runners nationwide, the marathon continues to contribute significantly to local tourism, retail, and hospitality sectors in its host cities.
Race weekends in key hubs—including Iloilo—spurred increased foot traffic, hotel stays, and spending, underscoring the marathon’s role as both a sporting and economic driver.
2025 champions
Crowned the 2025 MILO® Marathon King and Queen on Dec. 7 2025 were Eduardo Flores of General Santos City and Myrel Benignos of Negros. Their victories represent not only athletic achievement but also the strength of the marathon’s grassroots pipeline.
Twenty two-year-old Benignos made history as the youngest Marathon Queen, while Flores’ podium finish, clocking an impressive 2:27:58, reinforces the caliber of Filipino elite runners honed through long-term participation in the MILO® sports ecosystem.
Their ascent follows earlier champions like Richard Salaño and Christine Hallasgo, now representing the Philippines at the 33rd Southeast Asian Games—evidence of a talent pathway strengthened by consistent corporate and community support.
Partnerships drive excellence and inclusivity
The Iloilo finals highlighted MILO’s deepening collaboration with local government units, safety teams, and community partners, ensuring a secure and seamless experience for the 25,000 runners—including athletes with disabilities.
These partnerships form the backbone of MILO Active Pilipinas and build continuity in the development of young athletes and recreational runners nationwide.
Positioning for the milestone 50th year
Ahead of its golden anniversary in 2026, MILO is preparing 50 races, enhanced race-day experiences, and expanded digital platforms aimed at sustaining leadership in sports nutrition and youth development.
Organizers say the milestone will honor the athletes, partners, and communities that turned the marathon into a national institution with cultural and economic relevance.
The marathon remains anchored on the values of grit, discipline, and teamwork, which continue to shape its brand purpose and long-term business strategy. —Ed: Corrie S. Narisma
