24th July 2017

British Athletics confirms Muller extension of major athletics partnership to 2019

British Athletics has announced that following the successful partnership with Müller UK & Ireland throughout 2016 and 2017, Müller will be extending their association until the end of 2019.

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

Furthermore, as Müller continues to bring more inspiration to the dairy category, they will also continue to be Official Supporter of the British Athletics team and Official Milk of British Athletics throughout 2018 and 2019.

Müller will once again be title partner for the Müller Anniversary Games, Müller Grand Prix Birmingham and Müller Indoor Grand Prix in 2018 and 2019. This partnership provides Müller with branding and activation rights for each event.

By activating major promotional partnerships until 2019, Müller will continue with activity which brings inspiration to the dairy aisle. In 2017, Müller signed up brand ambassadors Adam Gemili and Dina Asher-Smith, who appeared in their athletics inspired multimedia campaign, which aims to inspire the next generation to become involved and have fun with athletics.

The campaign also included new television adverts, which featured Nicole Scherzinger and Adam Gemili, digital and print advertising, the dairy company’s biggest ever on pack promotion and 12 limited editions inspired by their status as Official Supporter of the British Athletics team.

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 said:

“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!”

#Represent