The Olympic flame burns bright

Müller Dairy is the official Team GB partner for the Rio 2016 Olympics, it was reported this week. We all know how powerful the Olympic brand is – particularly in the UK, where the London Olympics and Paralympics were such a success in 2012. And, while some consumers would not quite make the connection between yogurt and Olympic sports, we in the industry know that yogurt is a key component of any athletes’ diet, offering a lot of protein, calcium and vitamins in one easy to consume package. Müller plans to use its sponsorship to spread the word throughout the UK about Rio and the Olympics.

For myself, I am already very aware of the Olympics and the way that, for two weeks over the summer, we will watch anything on television that has to do with it. Sports that don’t normally make headlines at all – Greco-Roman wrestling or goalball, anyone? – suddenly become the highlight of a evening. I was very tempted to blow the household travel budget on a two-week journey to see any part of the Rio Olympics, but good sense and my husband got the better of me. I will have to content myself with wearing my London 2012 hat and t-shirt and curling up next to our giant Wenlock to watch Team GB in action.