Market Drayton dairy giant Muller renews sponsorship of UK athletics
Shropshire dairy giant Muller has extended its sponsorship of British Athletics until the end of 2019.
The Market Drayton company has been backing athletes and events in Britain for the last two years, and has now announced it is to extend its support of the events.
It will partner with British Athletics for three events in 2018 and another three in 2019, as well as the five events taking place this year. It will also sponsor the British Athletics team.
Michael Inpong, chief marketing officer at Muller, said: "Muller 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 active and healthy lifestyle choices and we can’t wait to continue our work with British Athletics in the years to come.”
Muller will be the title partner for the Muller Anniversary Games, Birmingham Grand Prix and Indoor Grand Prix for the next two years, allowing the yoghurt, rice pudding and butter maker to provide its branding at each event.
Last year Muller brought in two Brit athletes – sprinters Adam Gemili and Dina Asher-Smith – to appear in its advertising.
UK Athletics chief executive Niels de Vos said: “It’s great to have Muller 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 Muller to stage some of the world’s best athletics events."
