Novuna and UK Athletics deal underscores the value of title sponsorships

On Monday, UK Athletics (UKA) announced a landmark multi-year sponsorship deal with financial services brand Novuna, in what is being hailed as a transformative moment for British athletics. The agreement sees Novuna become Title Partner of the London Athletics Meet, the UK Athletics Championships, and the UK Athletics Indoor Championships, as well as the Great Britain & Northern Ireland Athletics and Para Athletics teams. It will be the first time a commercial brand appears on the teams' official kit. So what do title sponsorships actually mean for sponsors?

For Novuna, this is its first major move into sport, and a bold one. The company’s name will now headline some of the UK’s most visible athletics events, with the newly branded Novuna London Athletics Meet debuting to an already sold-out crowd at London Stadium on July 19. The team will unveil its new Novuna-branded kit at the World Athletics Championships in Tokyo this September.