Müller has extended its partnership with British Athletics until the end of 2021, becoming title partner for 10 world-class events over the next three years.
The dairy brand will also continue as Official Supporter of the British Athletics team, and maintain its status as Official Milk, Yogurt, Butter and Milk Drink 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.
The extended association will feature in an upcoming athletics-inspired multimedia campaign, which is part of Müller UK&I’s £400m investment over the next three years.
This year, Müller will build on a 2018 on-pack promotion which provided new sports equipment to schools, and its squad of athletics brand ambassadors will feature across new television adverts, as well as digital and print advertising.
From June, the dairy company will reduce sugar in Müller Corner by up to 9% and gain a creamier texture, thanks to the discovery of a new yogurt culture. It is also removing all added sugar from its core Müllerlight yogurt range in May and is working towards the inclusion of clear on-pack protein claims on all Müller yogurt products this year.
Michael Inpong, Chief Marketing Officer at Müller said: “Müller is passionate about making people happier and healthier. As such, it’s wonderful to extend our partnership with British Athletics.
“We’re really excited to continue investing in the future of this electrifying sport. It also means we can continue to bring our much-loved brand to life in lots of new and exciting ways.”
Müller is also national sponsor of the upcoming European Athletics Indoor Championships 2019 in Glasgow.