Müller Rice and the National Basketball Association (NBA) announced today a partnership for the NBA Global Games London 2016 when the Orlando Magic play host to the Toronto Raptors at The O2 Arena in London on January 14.
As an associate partner of NBA Global Games London 2016, consumers will have the opportunity to win tickets through a range of social media promotions, with the brand also participating in a variety of in-arena and concourse activities. Tasty B, the grizzly rapping bear made famous by the Müller Rice adverts, will also form part of the activations and will feature at the arena engaging with fans.
Aleks Vladimirov, Müller Rice Brand Manager said: “We are delighted to announce this partnership with the NBA as it communicates perfectly our ambition, dedication and drive to succeed – something athletes in the NBA know all about!
“The Müller Rice brand has been steadily growing at 6% year on year, and sales have topped 100m pots over the last 12 months.[i] Tasty B can’t wait to support the game in London in January!”
“Together with Müller Rice, the NBA is pleased to announce this new partnership as we prepare for our sixth regular season game in London,” said NBA EMEA Vice President, Global Marketing Partnerships Marc Armstrong. “We are excited to work closely with one of the most renowned British brands in the food business and we look forward to jointly promoting the game in London in January.”
About the NBA
The NBA is a global sports and media business built around three professional sports leagues: the National Basketball Association, the Women’s National Basketball Association, and the NBA Development League. The league has established a major international presence with offices in 13 markets worldwide, games and programming in 215 countries and territories in 47 languages, and NBA merchandise for sale in more than 125,000 stores in 100 countries on 6 continents. NBA rosters at the start of the 2014-15 season featured a record 101 international players from 37 countries and territories. NBA Digital’s assets include NBA.com and NBA Mobile, which achieved record traffic during the 2014-15 season, as well as NBA TV. The NBA is the No. 1 professional sports league on social media, with more than 875 million likes and followers globally across all league, team, and player platforms. Through NBA Cares, the league addresses important social issues by working with internationally recognized youth-serving organizations that support education, youth and family development, and health-related causes.
Tom Marchesi, NBA EMEA, email@example.com or +44 20 7420 8921
[i] Nielsen (MAT to Sept 12th 2015)
Müller UK & Ireland
Müller UK & Ireland is wholly owned by the Müller Group. It has 19 sites nationwide and employs almost 6,000 people across two business units: Müller Dairy and Müller Wiseman Dairies.
Müller Dairy is the UK’s leading branded yogurt manufacturer, with major brands such as Müller Corner, Müllerlight and Müller Rice.
The business makes chilled desserts including Cadbury Bubbles of Joy, Pots of Joy, Layers of Joy and Twin-pot products, produced under license from Mondelez.
Müller Dairy also supplies the UK private label yogurt market from a state of the art yogurt facility in Telford, Shropshire.
Müller Wiseman Dairies is a leading fresh milk, cream and butter business with a network of dairies and depots servicing customers throughout the country.
The business commenced butter-making, opening a major facility in Shropshire with the capacity to produce up to 45,000 tonnes of salted, unsalted and lactic butter each year for the manufacturing, food service and retail sectors.
To make its range of dairy products, the Müller UK & Ireland buys milk from more than 1,200 British dairy farmers, all of whom are Red Tractor Farm Assured.
Müller Wiseman Milk Group Dairy members elect a representative farmer board which works with the business to discuss milk supply issues, including the Group’s commitment to maintain a competitive milk price and contractual position.