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british athletics announce muller as new title partner

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16 June 2016

British Athletics has announced that Britain’s leading yogurt and dairy pudding manufacturer Müller Yogurt & Desserts has signed a deal to become a new major events partner for the summer of 2016.

The dairy company will be the title partner for the world-class Anniversary Games in London at the end of July and lead partner for the British Championships, where Britain’s best athletes will attempt to qualify for the Olympic Games.

The ‘Müller Anniversary Games’ consists 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. Since first being held in 2013 the likes of Usain Bolt, Mo Farah, Jessica Ennis-Hill and Greg Rutherford have all competed, and Müller will have branding and activation rights for the event at the former Olympic Stadium.

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.

British Athletics chief executive Niels de Vos said: “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.”

Michael Impong, Chief Marketing Officer at Müller, said: "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.

“Through our Müllerlicious products and partnerships, we will empower consumers to make active and healthy lifestyle choices. We are proudly in “Team GB’s Corner” and are thrilled to support these prestigious sporting events and the athletes who will compete to win – something we know all about at Team Müller.”