HomeAthleticsMüller ends sponsorship with UK Athletics

Müller ends sponsorship with UK Athletics

Industrial partnership between dairy merchandise firm and UKA attracts to an in depth after seven years

UK Athletics is on the lookout for a brand new title sponsor for its main occasions after Müller determined to not renew its sponsorship cope with the governing physique.

The corporate, which produces yogurts and desserts, have supported the British Athletics occasion sequence since 2016 as title sponsors to occasions equivalent to Diamond League fixtures within the UK and the annual indoor grand prix in Birmingham.

In 2020 Müller prolonged its assist by way of to 2022 however has determined to not renew into 2023 which suggests the governing physique might be trying to find a most important sponsor, whereas the eye-catching tv adverts that includes athletes like Laura Muir, Hannah Cockroft and Katarina Johnson-Thompson selling Müller merchandise will finish.

Hannah Cockroft (Müller)

Jack Buckner, the brand new chief govt of UKA, stated: “We’d wish to thank Müller for his or her assist of our occasions through the years and the dedication they confirmed to athletics. They’ve proven nice enthusiasm and have creatively engaged with all elements of the game by way of supporting our occasions and we want them nicely.

“For what was initially a dedication made to final the summer season of 2016, the truth that it grew to an eventual seven yr collaboration reveals the worth the game brings to companions.

“We are going to after all be searching for new companions for our occasions and the broader sport understanding that athletics continues to supply a robust return on funding. We’re excited for our occasion sequence in 2023 with a return to the London Stadium already introduced and might be asserting our different fixtures quickly.”

Müller Birmingham Diamond League (Mark Shearman)

UK Athletics has a great historical past of securing main sponsors however all of them naturally run their course and end at some stage. Within the run-up to London 2012 the game signed insurance coverage firm Aviva (also called Norwich Union and CGU) in what was, on the time, the most important sponsorship deal in British sport outdoors soccer.

However together with different sponsors like McCain, Aviva ended their assist after the 2012 Video games. Different supporters of the game lately embrace Sainsbury’s and, extra not too long ago, Spar.

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