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?
Why title sponsorships matter
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.
This kind of title-level integration offers something traditional advertising rarely can: ownership. Think of the TATA IPL, the formerly named Barclays Premier League, the Carabao Cup, Red Bull Leipzig. When a brand becomes synonymous with an event or team itself (not merely present, but attached) it gains a powerful association with audience passion and identity. The brand embeds itself in the culture of the event, streaming influence and awareness to all corners of the sport. In the words of UKA Chief Executive Jack Buckner, “Together, we’ll be working to build a unique partnership from the playground to the podium.”
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Strategic timing for UK Athletics and Novuna
The deal was secured through Athletic Ventures, the joint commercial vehicle launched last year by UKA, London Marathon Events, and The Great Run Company. Designed to consolidate elite sport and grassroots participation under a single commercial strategy, the venture aims to attract long-term partners that go beyond logo placement.
The timing is significant. Following the end of its previous deal with Müller in 2022, UKA reported £3.7 million in losses. This partnership signals a renewed push toward financial sustainability, but it also reflects a broader sponsorship truth: when rights holders offer real integration, brands respond with real investment.
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More than visibility, it’s emotional equity
As Novuna's Marketing Director Theresa Lindsay has put it, “This partnership is about more than visibility. It’s about connecting with people through the raw energy and emotion of live sport.” That emotional access, not just awareness, but affinity, is why title sponsorships continue to command top-tier value in sport. When deployed smartly, they turn exposure into meaning.
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