UK financial services brand Novuna has announced a partnership with Athletic Ventures as the Title Partner for athletics events, including the Great Britain & Northern Ireland (GB & NI) team.

The multi-year agreement marks Novuna’s first major sports sponsorship.

The partnership with Athletic Ventures, a joint venture between UK Athletics, London Marathon Events, and The Great Run Company, positions Novuna as the Title Partner for the Novuna London Athletics Meet, Novuna UK Athletics Championships, and Novuna UK Athletics Indoor Championships.

Novuna will also sponsor the GB & NI team at the European and World Championships.

The financial services provider will be the first commercial brand to appear on the official GB & NI team kit.

Novuna chief marketing officer Theresa Lindsay said: “This partnership is about more than visibility. It is 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 partnership will involve a full rebrand of the events, with Novuna integrated into broadcast and digital platforms, in-stadium activations, and visual identities.

In addition, its brand purpose of championing British athletes, supporting local communities, and fostering innovation will be showcased through this partnership.

UK Athletics chief executive Jack Buckner said: “This is a transformative moment for athletics in the UK with this new partnership between Athletic Ventures and Novuna. We have 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 will be working to build a unique partnership from the playground to the podium.” 

The first event under this agreement, the Novuna London Athletics Meet, will take place on 19 July at the London Stadium. 

Mitsubishi HC Capital UK, operating under the Novuna brand, recently reported a financial performance with record new business levels at £4.65bn ($6.32bn) for the year ending 31 March 2025.  

Despite a 9.6% dip in pre-tax profit to £120.6m, net earning assets rose to £8.6bn, reflecting a strong asset base and prudent growth strategy.