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Müller inspires happier and healthier lifestyles with extended athletics partnership

Press release   •   Jan 21, 2019 10:00 GMT

The UK’s most chosen dairy brand[1] has extended its successful partnership with British Athletics until the end of 2021.

As Müller continues to champion the goodness of dairy and inspire people to live happier and healthier lifestyles, the extended association, which began in 2016, will see Müller become title partner for ten world-class events over the next three years.

In 2019, the dairy company will be title partner for the Müller Indoor Grand Prix Birmingham, Müller Anniversary Games, Müller Grand Prix Birmingham and Müller British Athletics Championships, with branding and activation rights for each event[2].

Müller will continue as Official Supporter of the British Athletics team, and maintain its status as Official Milk, Yogurt, Butter and Milk Drink as proud sponsor of British Athletics until the end of 2021.

The new partnership will also see Müller sponsor officials at televised events, have an increased presence at World and European team events, and feature across all British Athletics corporate communications.

As Müller continues to add further inspiration to the dairy category, the extended association will feature in an upcoming athletics inspired multimedia campaign, which is part of Müller UK & Ireland’s unprecedented £400m investment over the next three years.

In 2019, Müller will build on a 2018 on pack promotion which provided new sports equipment to schools from Orkney to Sussex, and its squad of athletics brand ambassadors will feature across new television adverts, as well as digital and print advertising.

From June 2019, the UK’s favourite yogurt brand[3] will reduce sugar in Müller Corner by up to 9% and gain a creamier texture, thanks to the discovery of a new yogurt culture. The dairy company is also removing all added sugar from its core Müllerlight yogurt range in May 2019.

In addition, as the business continues to bring protein to the masses, it is working towards the inclusion of clear on-pack protein claims on all Müller yogurt products this year.

Michael Inpong, Chief Marketing Officer at Müller said:

“Müller is passionate about making people happier and healthier. As such, it’s wonderful to extend our partnership with British Athletics.

“We’re really excited to continue investing in the future of this electrifying sport. It also means we can continue to bring our much-loved brand to life in lots of new and exciting ways.”

UK Athletics Interim Chief Executive, Nigel Holl said:

“We are delighted to develop further our partnership with Müller who are now very well established as a long-term supporter of athletics in this country.

“Muller’s continued investment in the televised events series means we are able to continue to host world class elite level competition.

“We would also like to thank Müller for their incredible investment in promoting British Athletics in everyday life through their TV and print media advertising.

“Overall this deal is great news for athletes – from grassroots through to elite - and the sport of athletics in the UK. We look forward to working together in the coming years.”

Müller is also national sponsor of the upcoming European Athletics Indoor Championships 2019 in Glasgow.

[1] Kantar Worldpanel 2018 UK Brand Footprint ranking

[2] Müller Indoor Grand Prix Birmingham – Arena Birmingham, Saturday 16 February, Müller Anniversary Games – London Stadium, Saturday 20 & Sunday 21 July, Müller Grand Prix Birmingham – Alexander Stadium, Sunday 18 August and Müller British Athletics Championships – Alexander Stadium, Saturday 24 & Sunday 25 August

[3] Kantar Worldpanel 2018 UK Brand Footprint ranking

Müller UK & Ireland is wholly owned by Unternehmensgruppe Theo Müller which employs 27,500 people throughout Europe. In the UK, Müller develops, manufactures and markets a wide range of branded and private label dairy products made with milk from more than 1,700 British farmers.

The Müller brand is ranked at No.7 in The Grocer’s Top 100 list of Britain’s Biggest Brands, and is also the 7th most chosen brand in the UK, picked from shelves more than 230 million times each year. Müller UK & Ireland comprises three business units:

Müller Milk & Ingredients is Britain’s largest producer of branded and private label fresh milk, cream, butter and ingredients products, with a network of dairies and depots servicing customers throughout the country.

Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer responsible for major brands like Müllerlight, Müller Corner and Müller Rice. It produces chilled desserts under licence from Mondelez International and supplies the UK private label yogurt market from a dedicated, state of the art yogurt facility.

Milk & More delivers daily essentials to more than 500,000 homes in Britain, via a network of 57 local fulfilment centres. The milkman is arguably the original home delivery service and Milk & More is ensuring that this great British tradition continues to flourish.

Müller is an Official Supporter of British Athletics and Athletics Ireland. With branding and activation rights for five events in 2019, Müller aims to empower consumers to make active and healthy lifestyle choices.

For further information, see Müller Now, our first ever industry report.