UK Athletics has secured a significant boost with the announcement of a landmark multi-year sponsorship agreement with Novuna, one of the UK’s leading financial services brands.
Novuna debuts in sports sponsorship as Title Partner for UK flagship athletics events and the GB & NI team. Novuna will sponsor UK Athletics events and the national team at major competitions like European and World Championships.
In a historic first, Novuna will also become the inaugural commercial brand to appear on the official GB & NI team kit.
“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.
“UK athletics is entering an exciting era, and we’re proud to support world-class athletes who share our values.”
Organizers formed the deal to revitalize the sport by merging elite competition with mass participation under one cohesive strategy.
Novuna will rebrand its partnered events, gaining year-round exposure across broadcasts, digital platforms, stadium activations, and major UK sporting moments.
For UK Athletics, this partnership represents a crucial endorsement of its ongoing efforts to rebuild and sustain the sport’s future.
“’This moment transforms UK athletics,” said Jack Buckner, Chief Executive of UK Athletics.
“Through relentless effort, we’ve built a strong foundation, and this partnership celebrates the athletes, coaches, and fans driving our sport’s success. It is an ambitious and collaborative partner, and together we’ll be working to inspire the next generation, from the playground to the podium.”
The first event under this new collaboration will be the Novuna London Athletics Meet on July 19 at the London Stadium. The sell-out event is now the world’s biggest one-day athletics meeting.
Later this summer, the GB & NI team will debut their Novuna-branded kit at the World Athletics Championships in Tokyo.