Novuna announces landmark partnership with Athletic Ventures

• ·   Novuna becomes Title Partner of major UK Athletics events and the Great Britain & Northern Ireland team
• ·   Agreement represents Novuna’s first major sports sponsorship
• ·   Transformative multi-year deal with Athletic Ventures starts at sell-out London Athletics Meet
• ·   Partnership set to bring to life Novuna’s belief that ‘together we make the important things happen’

Novuna, one of the UK’s leading financial services brands, has today announced that it will become Title Partner of Athletic Ventures’ flagship events and the Great Britain & Northern Ireland athletics team, in a landmark multi-year partnership designed to propel the sport into an exciting new era.

The agreement represents Novuna’s first major sports sponsorship and marks a bold investment into British sport at a moment of renewed momentum for athletics. The agreement with Athletic Ventures sees Novuna become Title Partner of the Novuna London Athletics Meet, Novuna UK Athletics Championships, Novuna UK Athletics Indoor Championships, and the Novuna GB & NI Team, which competes at the European and World Championships.

In a historic step for the sport, Novuna will also become the first commercial brand ever to appear on the official GB & NI team kit, a visible symbol of the sport’s commercial strength and rising profile.

This partnership is about more than visibility. It’s about connecting with people through the raw energy and emotion of live sport,” said Theresa Lindsay, Chief Marketing Officer at Novuna. “Athletics in the UK is entering an exciting new era, and we’re proud to be part of that journey, supporting world-class athletes whose dedication, teamwork and drive mirror the way we approach everything we do.”

The sponsorship is delivered through Athletic Ventures — the joint venture between UK Athletics, London Marathon Events and The Great Run Company — which was created to unlock the full potential of athletics by combining elite sport and mass participation under a single, forward-looking commercial vision. The model spans everything from grassroots running to global medal success, giving partners a unique opportunity to connect with the British public at every level of the sport.

With a full rebrand of the events involved, the partnership will see Novuna fully embedded across the athletics calendar. From broadcast and digital integration to in-stadium activation and visual identity, Novuna will enjoy year-round exposure through some of the UK’s most high-profile sporting moments reaching millions of fans, participants and viewers.

The partnership also provides a platform to showcase Novuna’s brand purpose: championing British athletes, supporting local communities, and making important things happen through innovation, belief, and long-term investment.

Jack Buckner, Chief Executive of UK Athletics, said: “This is a transformative moment for athletics in the UK with this new partnership between Athletic Ventures and Novuna. We’ve been working hard to turn things around and lay the foundations for sustainable success. This partnership is a powerful endorsement of the athletes, coaches, clubs and fans who make athletics so successful. Novuna is an ambitious, impressive and collaborative brand that shares our belief in the power of athletics to inspire, unite and thrive. Together, we’ll be working to build a unique partnership from the playground to the podium.”

The first event under the partnership will be the Novuna London Athletics Meet on 19 July at the London Stadium, already sold out and confirmed as the biggest one-day athletics meeting in the world. The Novuna GB & NI Team will debut its new kit later this summer at the World Athletics Championships in Tokyo.

The partnership comes at a time of record-breaking engagement with the sport in the UK. From the sell-out of London Athletics Meet to record finishes at the TCS London Marathon and rising success on the international stage, momentum is building — and Novuna’s investment signals its belief in athletics as a sport of substance, scale and shared value.