Following the excitement of London 2012, and the success of its 2016 partnerships with British Athletics and Team GB, Müller has confirmed five major athletics event partnerships in 2017.
They include one of the biggest sporting events in Britain since the London 2012 Olympics, incorporating the World Para Athletics Championships in July, and the IAAF World Championships London 2017 in August.
In the lead up to these events, Müller will also be the title partner for the Müller Anniversary Games on 9 July, the Müller Indoor Grand Prix in Birmingham on February 18, and will round off a spectacular year at the Müller Grand Prix in Birmingham on August 20.
The investment by the dairy ingredients and chilled yogurt & desserts business will not only see them become Official Supporter of the British Athletics team, but will ensure that Müller meets its promise to bring new excitement to the dairy category in the coming year, inspiring customers and consumers alike.
With some of the biggest names in sport, including Mo Farah due to compete in the events, the partnerships allow Müller to bring even more inspiration to its packaging, point of purchase, and create an enjoyable shopping experience in the dairy aisles.
Consumers will have the chance to win tickets or prizes via an on pack promotion and Müller will also be launching bespoke limited editions, such as a British Athletics Limited Edition Müller Corner, with a range of classic British flavours, to engage consumers and build excitement.
The partnerships mean Müller will have certain marketing rights for the events across their brands, including Müller Corner, Müllerlight, Müller Rice and Frijj.
Michael Inpong, Chief Marketing Officer at Müller, said:
“We aim to be the biggest and the best with our new sporting partnerships and to build on the success of our work with Team GB and The Müller Anniversary Games this year.
“London 2012 was an exceptional event with iconic images beamed throughout the world. London in the summer of 2017 will again be a huge part of the global sporting year, bringing focus to Britain and its fantastic athletes, and we’re delighted to be a part of it.
“By activating major promotional partnerships, our goal is to bring more inspiration to the dairy category by working with our customers to leverage the excitement of the events next year. We expect to use these partnerships to create a more enjoyable shopping experience for our customers and great point of purchase activity around the UK.
“Partnerships with world class sport will help us to empower consumers to make healthy lifestyle choices. We want to play our part in getting the nation running, jumping, throwing and living active lives!“
British Athletics chief executive Niels de Vosadded:
“It is very exciting to have one of Britain’s top ten food brands 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 Summer of World Athletics will be watched by 1.5 million spectators in 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.”
Partnership details are as follows:
- Müller will be the title partner for the Müller Indoor Grand Prix Birmingham, 18 February, and the Müller Grand Prix Birmingham, 20 August
- Müller will be the title partner for the Müller Anniversary Games, 9 July
- Müller will be a national partner of the IPC World ParaAthletics Championships, 14-23 July
- Müller will be a national supplier of the IAAF World Championships, 4-13 August
The London 2017 Organising Committee is delivering the IAAF World Championships London 2017 and the World ParaAthletics Championships on behalf of UK Athletics, the Greater London Authority and UK Sport, supported by Department for Culture Media and Sport, after both events were awarded to London in 2011 and 2012.
London 2017 will be the biggest event to be staged in the Olympic Stadium since the Olympic and Paralympic Games – with over 3000 athletes from over 200 nations competing over 20 days of action.
You can find out more at www.london2017athletics.com
UK Athletics is the national governing body of the leading Olympic and Paralympic sport in Britain. British Athletics is the sport we represent, the people, the athletes, the fans, the team.
We work closely with the home countries to develop and grow all areas of the sport including elite performance, coaching, major international events, competition and grassroots programmes within schools and clubs.
For more information visit www.britishathletics.org.uk
Follow us: Facebook – http://www.facebook.com/britishathletics
Twitter – @britathletics
Youtube – youtube.com/britishathleticstv
Müller UK & Ireland
Müller UK & Ireland is wholly owned by the Unternehmensgruppe Theo Müller. It employs around 10,000 people in a business which comprises two distinct business units: Müller Milk & Ingredients and Müller Yogurt & Desserts.
Based in Market Drayton, Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer, responsible for major brands such as Müller Corner, Müllerlight and Müller Rice. It also produces, at production facilities in Minsterley near Shrewsbury, chilled desserts including Cadbury Bubbles of Joy, Pots of Joy, Layers of Joy and Twin-pot products under licence from Mondelez International.
Müller Yogurt & Desserts also supplies the UK private label yogurt market from a state of the art yogurt facility in Telford, Shropshire.
Müller Milk & Ingredients aims to be the biggest and best fresh milk and ingredients business with a network of dairies and depots servicing customers throughout the country, producing skimmed, semi-skimmed, whole, and flavoured milk products for brands such as Black & White, The One, freshnlo and FRijj . It also has the capacity to produce salted, unsalted and lactic butter each year for both the domestic and international markets.
The acquisition of Dairy Crest’s dairy operations in December 2015 marked a milestone in Unternehmensgruppe Theo Müller’s global growth strategy and in particular its aspiration to place much more emphasis on end to end supply chain innovation, adding value to the UK dairy category.