Athletic Ventures partners with Novuna
Novuna has become the title partner of Athletic Ventures’ flagship events and the Great Britain & Northern Ireland athletics team.
The agreement represents Novuna’s first major sports sponsorship and marks an investment into British sport.
The deal with Athletic Ventures sees Novuna become Title Partner of the London Athletics Meet, UK Athletics Championships, UK Athletics Indoor Championships, and the GB & NI Team, which competes at the European and World Championships. In a historic move, Novuna will also be the first commercial brand to appear on the official GB & NI team kit.
The partnership, delivered through Athletic Ventures, aims to combine elite sport and mass participation under a single commercial vision, spanning grassroots running to global medal success. Novuna will be integrated across the athletics calendar through broadcast and digital platforms, in-stadium activation, and visual identity.
The first event under the partnership will be the Novuna London Athletics Meet. 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 increased engagement with the sport in the UK.
Theresa Lindsay, Chief Marketing Officer at Novuna, said, “This partnership is about more than visibility. It’s about connecting with people through the raw energy and emotion of live sport. 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.”
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.”
Athletic Ventures was nominated for ‘Business Moment of the Year’ at the 2025 Sport Industry Awards, after their launch in April 2024.
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