Britain’s leading yogurt and chilled desserts manufacturer Müller Yogurt & Desserts has signed a deal to become a new major events partner with British Athletics for the summer of 2016.
Müller Yogurt & Desserts will be the title partner for the world-class Anniversary Games in London at the end of July, and lead partner for the British Championships, where Britain’s best athletes will attempt to qualify for the Olympic Games.
The ‘Müller Anniversary Games’ will consist of the prestigious IAAF Diamond League and IPC Grand Prix Final and will take place at the Queen Elizabeth Olympic Park on 22-23 July. Since it was first held in 2013, the likes of Usain Bolt, Mo Farah, Jessica Ennis-Hill and Greg Rutherford have all competed, and Müller will have branding and activation rights for the event at the former Olympic Stadium.
The British Championships will be held in Birmingham over three days from 24-26 June and Müller will be the lead partner for this event, giving them branding rights at the Alexander Stadium.
Michael Inpong, Chief Marketing Officer at Müller, said: “We are delighted to announce our partnership with the iconic Anniversary Games and British Championships this summer. We are a proud supporter of British Athletics, and this partnership makes perfect sense for us on the back of our Partnership with Team GB, as many of the famous faces we know and love will compete in these events in the run up to this year’s Olympic Games in Rio.
“Through our Müllerlicious products and partnerships, we will empower consumers to make active and healthy lifestyle choices. We are proudly in “Team GB’s Corner” and are thrilled to support these prestigious sporting events and the athletes who will compete to win – something we know all about at Team Müller.”
British Athletics chief executive Niels de Vossaid: “It is very exciting to have a huge brand such as Müller throw their support behind athletics and join us at such an exciting time. We’re looking forward to working with Müller to stage some of the best athletics events in the world and continuing to grow the sport.
“The award winning Anniversary Games will feature the biggest stars of the sport such as Usain Bolt while the best British athletes will compete in Birmingham at the British Championships, providing Müller a great platform for their business.”
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.