Athletics Unites To Launch New Joint Venture

UK Athletics, London Marathon Events and the Great Run Company have come together to launch a joint venture to drive the growth of athletics across the UK.

Athletic Ventures will deliver a number of major events, including the 2026 European Athletics Championships in Birmingham, as well as the annual Diamond League UK athletics competition.

The joint venture will also support the UK’s potential bid to host the World Athletics Championships in 2029.

The company has been handed the brief of ‘defining commercial partners for the sport across the UK, ranging from grassroots athletic events to national tournaments.’

The collaboration brings some of the UK’s largest running and athletics events under one umbrella, such as the London Marathon, the Great North Run, and RideLondon.

Athletic Ventures launches ahead of this year’s London Marathon on Sunday 21st April.

Lord Sebastian Coe, President of World Athletics, said, “It is innovation and creative partnerships like this joint venture between The Great Run Company and London Marathon Events – with their impressive track record in road running – combined with UKA’s world class athletes, that will keep pushing our sport forward and make it an attractive proposition for fans and commercial partners alike. 

“We applaud this innovative initiative and eagerly look forward to seeing the promising journey ahead.”

Jack Buckner, CEO of UK Athletics, added, “This is a groundbreaking model for the development of athletics and for major sports events in the UK and we believe our new partnership, which combines the national governing body with the expertise of London Marathon Events and The Great Run Company, will transform the future of athletics in this country. 

“We pledge to build on this huge opportunity to rejuvenate British athletics, working alongside our home country partners, to restore our sport to the popularity of the golden days of the 1980s.”