Dairy company Müller has confirmed a series of major athletics partnerships for 2017.
Müller will be a national partner of the IPC World ParaAthletics Championships in July, and then a national supplier to the IAAF World Championships in August, following similar activity for 2016’s athletics programme.
It will also be the title partner of the Grand Prix Birmingham and Indoor Grand Prix Birmingham, held in August and February respectively, as well as the Anniversary Games in July.
Its investment in the programme will not only see Müller become official supporter of the British Athletics team, but will ensure that the company meets its promise to bring new excitement to the dairy category in the coming year.
Consumers will have the chance to win tickets or prizes through an on-pack promotion, and Müller will also be launching bespoke limited editions such as a British Athletics limited-edition Müller Corner, with a range of classic British flavours, to engage consumers and build excitement.
The series of partnerships follows the success of Team GB at the Olympic Games in Rio. They brought back a total of 67 medals to become the only host country to better its performance at the following Olympics.
Michael Inpong, chief marketing officer for Müller, said: “We aim to be the biggest and the best with our new sporting partnerships and to build on the success of our work with Team GB and The Müller Anniversary Games this year.
“London 2012 was an exceptional event with iconic images beamed throughout the world. London in the summer of 2017 will again be a huge part of the global sporting year, bringing focus to Britain and its fantastic athletes, and we’re delighted to be a part of it.
“By activating major promotional partnerships, our goal is to bring more inspiration to the dairy category by working with our customers to leverage the excitement of the events next year. We expect to use these partnerships to create a more enjoyable shopping experience for our customers and great point-of-purchase activity around the UK.
“Partnerships with world-class sport will help us to empower consumers to make healthy lifestyle choices. We want to play our part in getting the nation running, jumping, throwing and living active lives!”
British Athletics chief executive Niels de Vos added: “It is very exciting to have one of Britain’s top ten food brands such as Müller throw their support behind London 2017 and join us at such an exciting time as we prepare to bring together the biggest international stars of track and field back to the iconic [London Stadium].”
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