Müller enhances athletics commitment with London 2017 deal

Dairy products manufacturer Müller has agreed a deal to sponsor the 2017 World Athletics Championships and World Para Athletics Championships, which will both be staged in London, England.

Müller will serve as a national supplier of the International Association of Athletics Federations (IAAF) World Championships, while it has been named as a national partner of the World Para Athletics Championships.

The deals strengthen Müller’s position within athletics, with the company having sponsored Team GB during the Rio 2016 Olympic Games. It also recently partnered with the British Athletics governing body to support the Anniversary Games and British Championships events.

“Our commitment to British sport and sports in Britain has been very successful for Müller,” Michael Inpong, chief marketing officer at Müller, said. “Our consumers, employees, partners have given us excellent feedback on this strategy. Therefore it was natural for us to get involved with the World Para Athletics Championships and the IAAF World Championships – the biggest sport event in the UK since London 2012 and the world’s biggest sport event in 2017.”

The World Para Athletics Championships will take place from July 14-23, with the IAAF World Championships to be held from August 4-13.