British Athletics Extends Müller Partnership

24 Jul 2017 | tshego

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British Athletics has announced the extension of its association with Müller UK & Ireland until the end of 2019.

The extended partnership will see British Athletics partnering with the dairy company for a further three events in 2018 and 2019, in addition to the five major athletics event partnerships already taking place throughout 2017.

Furthermore, Müller will continue to be official supporter of the British Athletics team and official milk of British Athletics, and extend its stay as the title partner for the Müller Anniversary Games, Müller Grand Prix Birmingham and Müller Indoor Grand Prix in 2018 and 2019. As part of the deal, the new partnership will also provide Müller with branding and activation rights for each event.

UK Athletics chief executive Niels de Vos said: “It’s great to have Müller on board for the long term, they’ve been a strong supporter of the sport over the past year, investing in television advertising campaigns amongst other activations. Their commitment until the end of 2019 shows that athletics continues to be an attractive proposition to established brands. We’re looking forward to continuing working with Müller to stage some of the world’s best athletics events.”

Michael Inpong, chief marketing officer at Müller added: “Müller is very proud to support Britain’s love of athletics and we’re absolutely delighted to lace up our running shoes again, as we continue our strong relationship with British Athletics.

“There’s a real untapped potential in this category. We’re building the biggest and best dairy company in the UK and by constantly finding ways to bring inspiration to the category, we aim to benefit everyone in the supply chain.

“The 2017 events to date have been a massive success, the athletes have delivered, the crowds have loved every minute of it and it has provided us with a great platform to sell our brand. These partnerships with world class sport help us to empower consumers to make healthy lifestyle choices and we can’t wait to continue our work with British Athletics in the years to come!”

De Vos will be speaking at the Deltatre Sport Industry Breakfast Club alongside NFL UK managing director, Alistair Kirkwood, on 6th September. Find out more here.