Müller Rice and the National Basketball Association (NBA) announced today an expanded partnership that will see Britain’s favourite chilled rice pudding* become an official marketing partner of the upcoming NBA Global Games London 2017.
Taking place at The O2 on January 12th 2017, the Denver Nuggets will take on the Indiana Pacers in the NBA’s seventh regular-season game in London.
As an official marketing partner of NBA Global Games London 2017, an on-pack promotion on millions of packs of Müller Rice allows consumers to redeem codes to claim their own NBA-branded mini hoop and basketball. In addition, through a multimedia campaign, one consumer will have the opportunity to win a pair of tickets to be there on the night.
Tasty B, the rapping bear, will be at The O2 on the evening engaging with fans, alongside Müller Rice branded courtside signage and concourse sampling.
Michael Inpong, Chief Marketing Officer at Müller, said: “Our relationship with The NBA goes from strength to strength and we are delighted to be partners once again at The NBA Global Games London 2017.
“We believe a long term partnership with sport will help us, to empower consumers to make active and healthy lifestyle choices. Müller Rice is Britain’s favourite chilled rice pudding* and the NBA is one of the most recognisable sports brands in the world - it is the perfect partnership to really engage our target consumer.”
“The NBA is pleased to announce our expanded partnership with Müller Rice as we prepare for our seventh regular-season game in London,” said NBA EMEA Vice President, Global Marketing Partnerships Marc Armstrong. “We look forward to engaging fans in the UK and Ireland through the new Müller Rice promotional packs and other exciting marketing activities.”
For information about the on-pack promotion, you can visit www.mullerrice.com
*Nielsen MAT 10.09.16.
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.