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Müller extends British Athletics backing

Dairy products manufacturer Müller has extended its role as a major partner of the British Athletics governing body.

Müller has agreed to extend the current partnership through to 2021. This takes the total length of the association to six years, incorporating every Müller Anniversary Games at London Stadium since 2016.

Müller already supports the Great Britain and Northern Ireland team and British Athletics’ televised events. It will also become title partner of the 2019 British Championships in Birmingham at the end of August, adding the event to its portfolio of title sponsorships alongside the Anniversary Games, Indoor Grand Prix and Grand Prix Birmingham.

The new deal will see Müller feature across all British Athletics corporate communications, sponsor officials at the televised events and increase its presence at World and European team events.

UK Athletics interim chief executive, Nigel Holl, said: “Müller’s continued investment in the televised events series means we are able to continue to host world class elite level competition as well as providing inspirational moments for young people through the Müller sports day in the London Stadium.

“We would also like to thank Müller for their incredible investment in promoting British Athletics in everyday life through their TV and print media advertising. Overall this deal is great news for athletes – from grassroots through to elite – and the sport of athletics in the UK.”