The UK Athletics (UKA) has announced a major sponsorship deal with financial services brand Novuna as the governing body gears up to stage the top-tier Diamond League’s London meet next month.
The deal will see Novuna become the title sponsor of events organized by UK Athletics, including the Diamond League’s London Athletics Meet and UK Athletics Championships, and UK Athletics Indoor Championships, as well as the Great Britain and Northern Ireland Team (GB and NI Team), which competes at the European and World Championships.
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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 Diamond League’s Novuna London meet on July 19 at the London Stadium, while the Novuna GB and NI Team will debut its new kit later this year at the World Athletics Championships in Tokyo from September 13 to 21.
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By GlobalDataThe deal was struck by Athletic Ventures, a three-way alliance between UKA, London Marathon Events, and Great Run Company, formed last year to support the continued promotion of athletics in the UK.
Specifically, it functions as the organizer of London’s annual Diamond League athletics meetings and next year’s European Athletics Championships, which will be held in Birmingham, England. It is also responsible for the UK’s bid to host the 2029 World Athletics Championships.
As a commercial joint venture, Athletic Ventures also works to secure brand partners for UKA, LME, and GRC, allowing potential investors to sponsor events from the grassroots level up to the elite tier.
The bidding process for the 2029 and 2031 World Athletics Championships opened last week (June 23), with the pre-qualification form submission deadline for both events marked for October 1.
UK Athletics announced its intention to host the 2029 World Athletics Championships in March, alongside the UK Sport national body.
