Today, British Triathlon has announced that leading chilled dessert brand, Müller Rice, will become an Official Partner of British Triathlon in the lead up to the Rio 2016 Olympic and Paralympic Games, and beyond.
The brand will also become an Official Supplier of the inaugural Columbia Threadneedle World Triathlon Leeds event, which is aiming to achieve a 100,000 spectator footfall target across the city over 11-12 June. Müller Rice is also launching a triathlon-inspired multi-channel advertising campaign, featuring European Games gold medallist and Olympic hopeful, Gordon Benson and Müller Rice’s brand ambassador, rapper, entrepreneur and bear, Tasty B. The campaign will run from June until October across all TV stations as well as national newspapers, lifestyle and sports titles such as The Sun, Top Gear, Shortlist, GQ and Men’s Health among others.
The partnership will see the British Triathlon brand included on the Olympic-themed Müller Rice packs throughout the summer of sport. In addition, the National Governing Body’s (NGB) Loughborough headquarters will host Müller Rice for a number of company Corporate Days throughout 2016.
British Triathlon Chief Executive, Jack Buckner, said: “We are delighted to partner with Müller Rice as we enter a crucial time within triathlon, with the Olympic Games on the horizon and paratriathlon looking to make its debut as a Paralympic sport. The market-leading brand will be adding to an already strong sponsor family that the sport enjoys, and will provide great support for us in engaging triathlon with the nation and, help us to extend the reach of our rapidly growing and accessible sport.”
Michael Inpong, Chief Marketing Officer at Müller, said: “Partnering with British Triathlon and Gordon Benson communicates to consumers our drive to go the distance in our passion to succeed, something high profile athletes know all about. Müller Rice is tasty and full of dairy goodness as it is a source of calcium while being low in fat. It’s the perfect on the go snack when you’re hungry, whether that’s training for a Triathlon or beating the rush hour commute.”
Photo from @MullerRice
