Müller partners with British Athletics

Müller Yogurt & Desserts has signed a deal to become an events partner with British Athletics for the summer of 2016. It will act as the title partner for the world class anniversary games in London at the end of July, and is the lead partner for the British Championships, where Britain’s athletes qualify for the Olympics.

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.

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, says, “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.”

British Athletics chief executive Niels de Vossaid, adds, “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.”

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