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- Partnership Expansion Features Extensive On-Pack Promotion in Run-Up to the Game at The O2 on Thursday, Jan. 11 -

The National Basketball Association (NBA) and Müller today announced an expanded partnership that will see Müller Rice launch two on-pack NBA promotions on millions of packs of Müller Rice and bottles of FRijj, Müller’s milkshake brand, in the run-up to the NBA London Game 2018.

The NBA London Game 2018 will feature the Philadelphia 76ers and Boston Celtics playing a regular-season game at The O2 on Thursday, Jan. 11.

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As part of the on-pack NBA promotions, fans will have the chance to win a trip to New York City for themselves and three guests, including tickets to an NBA game, courtesy of FRijj. Fans will also be able to redeem on-pack codes to claim their own NBA-branded mini hoop and basketball. Additionally, Müller will run an NBA-themed multimedia campaign in the lead up to the game.

“The NBA is delighted to expand our partnership with Müller Rice ahead of our annual regular-season game in London,” said NBA EMEA Vice President, Global Marketing Partnerships & Emerging Markets, Marc Armstrong. “Müller Rice has been a fantastic partner in recent seasons, and we look forward to working together on this extended range of promotions with both Müller Rice and FRijj, as well as activities to engage NBA fans and grow the game of basketball in the UK and Ireland.”

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“Müller is incredibly proud to support Britain’s love of sport, and we’re delighted to be taking our partnership with the NBA to another level,” said Müller Chief Marketing Officer Michael Inpong. “Last year thousands of Müller Rice consumers collected their mini hoop and basketball, and we’re really excited to bring further inspiration to the category with our on-pack FRijj and Müller Rice promotions. Long-term partnerships with sport will help us to empower consumers to make active and healthy lifestyle choices, and it’s a pleasure to work with one of the most recognisable and exciting sports brands in the world.”

In addition to the chance to win four tickets to an NBA game in New York City, fans will have the chance to win tickets to the NBA London Game 2018 through a range of social media promotions hosted on Müller Rice and FRijj channels. In-arena promotion at the game will include courtside signage and concourse sampling, as well as appearances by Tasty B, the rapping bear made famous by the Müller Rice TV advertisements.


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