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Müller extends major athletics partnerships until 2019

Press Release   •   Jul 24, 2017 12:31 BST

Müller brand ambassadors Adam Gemili and Dina Asher-Smith

Following the successful partnership between Müller UK & Ireland and British Athletics in 2016 and 2017, Müller has announced that they will extend their association until the end of 2019.

As Müller continues to bring more inspiration to the dairy category, the extended partnership will see the dairy company partnering with British Athletics for a further three events in 2018 and three events in 2019. This is in addition to the five major athletics event partnerships already taking place throughout 2017.

Furthermore, Müller will continue to be an 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.

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 active and healthy lifestyle choices and we can’t wait to continue our work with British Athletics in the years to come!”

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.

Müller UK & Ireland

Müller UK & Ireland is wholly owned by the Unternehmensgruppe Theo Müller. It employs around 12,000 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 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, flavoured milk and brands including FRijj. It also has the capacity to produce salted, unsalted and lactic butter each year for both the domestic and international markets, and operates the milk&more doorstep delivery service.

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.