Müller said it has extended its partnership with British Athletics until the end of 2022.
The dairy firm has also roped in Laura Muir and Holly Bradshaw, British record holders in 1500m and pole vault respectively, as brand ambassadors.
“We’re obviously delighted to welcome Laura and Holly, and to continue our successful partnership with British Athletics. As the eighth most chosen brand in the UK, we have a great opportunity here to drive positive change,” said Michael Inpong, strategy and marketing director at Müller Yogurt & Desserts.
“With the help of our brand ambassadors, this unique partnership allows us to inject further inspiration into the dairy category, invest in the grass roots of the sport and help people to live happier and healthier lifestyles.”
The extended association with British Athletics, which began in 2016, will see Müller become title partner for 12 world-class events over the next three years.
This year, Müller will be title partner for the Indoor Grand Prix Glasgow, Anniversary Games, Grand Prix Birmingham and British Athletics Championships, with branding and activation rights for each event.
For the first time, the dairy company will also deliver Müller yogurts, directly to seats at selected events.
An ongoing athletics inspired multimedia campaign, the firm’s biggest ever, will continue and follows a Müller Corner on pack promotion, which has already seen over 20 schools across the country receive brand new sports equipment and a visit from one of their athletics heroes.