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Müller extends British Athletics partnership

Dairy products manufacturer Müller has extended its partnership with the British Athletics governing body until the end of 2019.

The extended partnership will take in a further three events in 2018 and 2019, and comes ahead of this year’s World Athletics Championships in London, which run from August 5-13.

The partnership initially commenced in 2016 and Müller will retain its position as the official milk of British Athletics and will continue to serve as an official supporter of the team.

The company will also continue to title sponsor the Müller Anniversary Games, Müller Grand Prix Birmingham and Müller Indoor Grand Prix in 2018 and 2019, and will benefit from branding and activation at the three events.

UK Athletics chief executive Niels de Vos said: “It’s great to have Müller on board for the long term, they’ve been a strong supporter of the sport over the past year, investing in television advertising campaigns amongst other activations. Their commitment until the end of 2019 shows that athletics continues to be an attractive proposition to established brands.”

Michael Inpong, chief marketing officer at Müller, added: “There’s a real untapped potential in this category. We’re building the biggest and best dairy company in the UK and by constantly finding ways to bring inspiration to the category, we aim to benefit everyone in the supply chain.”