Müller, the UK’s most chosen dairy brand, 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. 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 a major athletics-inspired multimedia campaign, 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, the UK’s favourite yogurt brand 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 pwoplw, it is working towards the inclusion of clear on-pack protein claims on all Müller yogurt products this year.
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