by Alfonz Juck
The Muller sponsorship, like all good things, has come to an end. UK Athletics has been fortunate to have Muller sponsoring their events for the last seven years. Both Muller and UK Athletics announced the ending of the sponsorship in a very classy way. Never, ever do something hasty with a sponsor, as you never know when the relationship could come around once again.
Sponsors are pulling out of long-term relationships at this time. John Hancock has just announced that 2023 will be their last year with the Boston Marathon. Changing sponsorship needs, changing economic times and changing leadership all come to play a part in the process.
BIRMINGHAM (GBR): UK Athletics’ partnership with Muller, who were title sponsors of their televised events, has ended after seven years. The federation’s CEO Jack Buckner said: “We’d like to thank Muller for their support of our events over the years and the commitment they showed to athletics. We will of course be seeking new partners for our events and the wider sport knowing that athletics continues to offer a strong return on investment. We are excited for our event series in 2023 with a return to the London Stadium already announced and will be announcing our other fixtures soon.”
