Müller becomes first national partner of World Para Athletics Championships and national supplier of IAAF World Championships London 2017

London 2017 Ltd has announced Müller as its first national partner of the World Para Athletics Championships as well as national supplier of the IAAF World Championships London 2017.

The partnerships follow on from a year in which the chilled yogurts and desserts manufacturer has supported British sport and sport in Britain. In 2016, Müller began its relationship with athletics through the sponsoring of the British Championships and the Müller Anniversary Games.

The two London 2017 events will be the first time that both championships take place in the same city in the same summer. They will both be held at the Queen Elizabeth Olympic Park, with the World Para Athletics Championships taking place from July 14 to 23 and the IAAF World Championships from August 4 to 13.

Commenting on this new partnership, Michael Inpong, chief marketing officer at Müller, said: “Our commitment to British sport and sports in Britain has been very successful for Müller. 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.”

London 2017 Ltd championship director, Niels de Vos, added: “It is very exciting to have a huge brand such as Müller throw their support behind London 2017 Ltd and join us at such an exciting time as we prepare to bring together the biggest international stars of track and field back to the iconic stadium.

“The IAAF World Championships London 2017 and the World Para Athletics Championships will be watched by 1.5 million spectators at the Queen Elizabeth Olympic Park, with many more millions through live BBC and Channel 4 broadcast in the UK and around the world. It will bring the Olympic and Paralympic fever back to the capital, providing Müller and the many brands that will follow in their footsteps a great platform for their business.”

Müller’s sponsorship of the two events was brokered by the recently-appointed rights marketing team at The Sports Consultancy.  The Sports Consultancy is working with London 2017 Ltd, in partnership with Dentsu Sports Europe Limited on the IAAF element, to secure national partners and suppliers.