Team GB Muller

Müller Dairy has followed Aldi in becoming the second German-owned grocery company to sponsor the British Olympic team this year.

The partnership means Müller will have Team GB marketing rights across its brand portfolio including Müller Corner, Müllerlight and Müller Rice from now until the end of 2016.

Müller is planning to run a series of on-pack promotions offering the chance to win Team GB experiences in the run-up to the Rio Olympics next August.

The supplier will also be sponsoring a programme of countrywide Team GB Live Sites for fans, and will confirm athletes selected as team ambassadors to support the campaign shortly - with famous names in the frame, it said.

“We have a long history of making great products in Britain, and exciting plans,” said Müller Dairy MD Bergen Merey.

“Working with Team GB is a natural fit and gives us an excellent opportunity to underline our commitment and ambition to excellence in Britain as we look ahead to Rio in 2016,” he added.

British Olympic Association (BOA) chairman Lord Coe said Müller would provide “significant support in engaging our Olympic-loving nation in the build-up to the games”, while BOA CEO Bill Sweeney added the partnership “fits our desire to work with partners committed to activating their association with Team GB through consumer programmes”.

The tie-up follows an announcement by Aldi in March that it was becoming the first-ever official supermarket partner of Team GB for the build-up and duration of the 2016 games.

Sainsbury’s sponsored the 2012 Paralympic Games in London and continues to support UK Athletics and the British Paralympic Association.