Müller Becomes London 2017 Partner

20 Oct 2016 | tshego

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London 2017 has announced Müller as its first national partner of the World Para Athletics Championships and national supplier of the IAAF World Championships London 2017, taking place in London Stadium next summer.

It’s the first time in history that the two Athletics World Championships will be held in the same summer, in the same city, and in the same year. Both taking place at the Queen Elizabeth Olympic Park – from 14th to 23rd July for the World Para Athletics Championships and from 4th to 13th August for the IAAF World Championships.

The event will bring Rio 2016 Olympic and Paralympic athletes to London with over 3000 athletes from over 200 nations competing over 20 days.

Müller was in ‘Team GB’s Corner’ during the Rio Olympics as a partner of the British Olympic Team. The chilled yogurts and desserts manufacturer was also partner of medal-winning GB triathlon and GB taekwondo.

In 2016, Müller also started a relationship with athletics through the sponsoring of the British Championships and the Müller Anniversary Games.

Michael Inpong, chief marketing officer, Müller said “Our commitment to British sport and sports in Britain has been very successful for Müller. Our consumers, employees, partners have given us excellent feedback on this strategy. Therefore it was natural for us to get involved with the World Para Athletics Championships and the IAAF World Championships – the biggest sport event in the UK since London 2012 and the world’s biggest sport event in 2017.”

London 2017 Championship, director, Niels de Vos added: “It is very exciting to have a huge brand such as Müller throw their support behind London 2017 Ltd and join us at such an exciting time as we prepare to bring together the biggest international stars of track and field back to the iconic stadium.

“The IAAF World Championships London 2017 and the World Para Athletics Championships will be watched by 1.5 million spectators at the Queen Elizabeth Olympic Park, with many more millions through live BBC and Channel 4 broadcast in the UK and around the world. It will bring the Olympic and Paralympic fever back to the capital, providing Müller and the many brands that will follow in their footsteps a great platform for their business.”

Müller’s sponsorship of the two events was brokered by the recently appointed rights marketing team at The Sports Consultancy. The Sports Consultancy is working with London 2017, in partnership with Dentsu Sports Europe, on the IAAF element to secure national partners and suppliers.