Müller is extending its partnership with British Athletics until the end of 2021 with a £400m ($512m) investment

The partnership will see the company 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 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.

The company will continue its on-pack promotion which provides new sports equipment for schools across the country, and athletic brand ambassadors will feature across new TV adverts as well as digital and print advertising.

posted Thursday February 14th