BMOTY: Athletic Ventures Launch
The Business Moment of the Year Award has been introduced to shine a light on the game-changing decisions that have defined the sports industry over the past 12 months, celebrating achievements that represent a significant shift in the sector’s direction of travel.
In this series, we will take a closer a look at all the shortlisted moments to see how they have had tangible impacts on the industry, and hear from some of the key decision makers sitting at the heart of sport.
In April 2024, UK Athletics, London Marathon Events, and the Great Run Company joined forces to launch Athletic Ventures, a landmark joint venture aimed at revitalising and accelerating the growth of athletics across the UK.
This unprecedented collaboration brought together three of the most influential organisations in British athletics, combining their expertise in elite sport, mass participation events, and commercial delivery to create a more sustainable and ambitious future for the sport.
Athletic Ventures is set to play a key role in the delivery of several major events, most notably the 2026 European Athletics Championships in Birmingham and the annual Diamond League meeting in the UK. These flagship competitions will serve as focal points to re-engage fans, inspire grassroots participation, and provide a platform for British athletes to compete at the highest level on home soil.
Significantly, the joint venture also forms part of the UK’s strategic preparations for a potential bid to host the World Athletics Championships in 2029.
By creating a centralised, commercially minded entity, the partnership aims to boost the international standing of British athletics while addressing long-standing financial concerns around UK Athletics. The launch of Athletic Ventures is widely viewed as a stabilising force, easing the pressure on public funding and ensuring a more sustainable, self-sufficient operational model for the governing body.
This move signals confidence in the commercial viability of athletics and reaffirms the UK’s role as a global leader in hosting world-class sporting events. If successful, Athletic Ventures could serve as a blueprint for how sport’s governing bodies, event organisers, and commercial partners can work together to secure the future of Olympic and grassroots sports alike.
The FEVO Sport Industry Awards 2025 Business Moment of the Year will be announced at the biggest night of the sport industry calendar, on Thursday 15th May at Evolution London, Battersea. Secure your table now.
