In a major development for British track and field, UK Athletics (UKA) has signed a wide-ranging sponsorship agreement with Novuna, a prominent financial services brand, signaling a new era of commercial ambition and strategic alignment within the sport.
The Partnership Scope
Under this multi-event deal, Novuna becomes the official title sponsor for:
- The Diamond League’s London Athletics Meet (July 19 at London Stadium)
- The UK Athletics Championships
- The UK Athletics Indoor Championships
- And the Great Britain & Northern Ireland (GB&NI) National Team, set to unveil its new Novuna-branded kit at the 2025 World Athletics Championships in Tokyo
This marks a shift in UK Athletics’ positioning — from fragmented event-by-event deals to a more unified, vertically integrated commercial platform.
“This partnership isn’t just about branding — it’s a statement of belief in British athletics from playground to podium,” said UKA CEO Jack Buckner, highlighting Novuna’s alignment with the sport’s grassroots-to-elite ambition.
Who’s Behind It: The Role of Athletic Ventures
The agreement was brokered by Athletic Ventures, a strategic joint venture between UKA, London Marathon Events (LME), and Great Run Company (GRC). Created in 2023, Athletic Ventures aims to centralize the sport’s commercial efforts, from event delivery to sponsor acquisition.
This entity is also behind:
- The European Athletics Championships 2026 (Birmingham)
- The UK’s official bid to host the 2029 World Athletics Championships
With a commercial structure that mirrors how Formula 1 centralizes rights through Liberty Media, Athletic Ventures is building a more scalable and compelling value proposition for partners across British athletics.
This deal reflects a smart bundling strategy — one that packages the full spectrum of athletics assets into a cohesive sponsorship model. Here’s what it unlocks:
1. Vertical Integration for Brand Consistency
Novuna’s involvement now touches grassroots, national team, and elite events — offering brand consistency across every fan touchpoint.
2. Increased Bid Credibility
With global events like the 2029 World Championships on the horizon, the presence of a commercial heavyweight like Novuna strengthens the UK’s international bid credentials.
3. Fan & Youth Engagement Potential
Expect to see Novuna activating this partnership beyond trackside signage — from school programs to digital content drops aimed at Gen Z audiences.
4. Blueprint for Other Federations
This model is a wake-up call for other national sports bodies: unify your rights, centralize your events, and present a clear, scalable proposition to brands.
What This Means for Brands, Investors & Rights Holders
British athletics is now more investable than ever. Whether you’re a legacy sponsor or a brand looking to break into sport, there’s now an integrated path to reach millions of fans — from grassroots participation to Olympic podiums.
Want to explore how your brand could align with a similar multi-tiered sports property? Let’s talk.
