Müller in the starting blocks for London 2017

London 2017 Ltd is delighted to announce Müller as their first National Partner of the World Para Athletics Championships and National Supplier of the IAAF World Championships London 2017 taking place in London Stadium next summer.

It’s the first time in history that the two Athletics World Championships will be held in same summer, in the same city, and in the same year. They will both take place at the Queen Elizabeth Olympic Park - from 14-23 July for the World Para Athletics Championships and from 4-13 August for the IAAF World Championships.

The event will be the biggest global sporting event of the year, bringing Rio 2016 Olympic and Paralympic heroes to London with over 3,000 athletes from over 200 nations competing over 20 days of action.

Müller’s commitment completes a successful year in 2016 supporting British sport and sport in Britain. Müller were famously in “Team GB’s Corner” during the Rio Olympics as a proud partner of the most successful British Olympic Team ever. The leading chilled yogurts and desserts manufacturer were also partners of medal-winning GB Triathlon and GB Taekwondo. In 2016, Müller also started a highly promising relationship with Athletics through the sponsoring of the British Championships and the Müller Anniversary Games.

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.