Novuna has been announced as the new Title Partner of British athletics’ flagship events and the Great Britain & Northern Ireland team, following a multi-year agreement with Athletic Ventures.

The partnership marks Novuna’s first major investment in UK sport and will see the financial services brand take top billing across the Novuna London Athletics Meet, Novuna UK Athletics Championships, Novuna UK Athletics Indoor Championships and the Novuna GB & NI Team. The team competes at major international events including the World and European Championships.

As part of the agreement, Novuna will also become the first commercial brand to appear on the official GB & NI team kit, in what is being described as a historic first for athletics in the UK.

Theresa Lindsay, chief marketing officer at Novuna, said: “This partnership is about more than visibility. It’s about connecting with people through the raw energy and emotion of live sport.

“Athletics in the UK is entering an exciting new era, and we’re proud to be part of that journey, supporting world-class athletes whose dedication, teamwork and drive mirror the way we approach everything we do.”

The sponsorship is being delivered through Athletic Ventures, the commercial joint venture between UK Athletics, London Marathon Events and The Great Run Company.

“It aims to unify mass participation and elite performance under one commercial structure, spanning everything from community races to Olympic-level competition.

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 new branding will debut at the sold-out Novuna London Athletics Meet on 19th July at the London Stadium. The Novuna GB & NI Team is expected to unveil its new kit later this summer at the World Athletics Championships in Tokyo.