Novuna throws its weight behind British and Northern Irish athletes in Tokyo

Athletics will take centre stage in the sporting landscape this month with the World Championships in Tokyo with finance provider Novuna throwing its weight behind British and Northern Irish athletes.

Having taken over as the title sponsor for the Novuna Great Britain & Ireland athletics team this summer, the finance partner will be front and centre in the Japanese capital as a team spearheaded by Olympic champion Keely Hodgkinson takes on the world’s best.

Fresh from her 800m gold medal in Paris last summer, Hodgkinson is back fit once again to try and complete the trifecta of major titles, having also won back-to-back European titles over the distance.

For Novuna, a successful campaign at the Worlds would be the perfect launchpad for a long-term commitment to athletics in this country.

Chief marketing officer Theresa Lindsay explained: “We’ve never ventured into sports sponsorship before, so this marks an exciting new chapter for our brand. As we looked at the next stage in our journey, we wanted to find ways to connect with people on a more emotional level.

“Earlier this year we explored a range of sports sponsorship opportunities, but athletics was the one that really resonated. It’s a sport built on ambition, resilience and teamwork — qualities that reflect how we operate as a business.

Lindsay says the five-year sponsorship deal reflects Novuna’s belief in the sport

“As a finance provider Novuna has always been more entrepreneurial, more collaborative, and we pride ourselves on building genuine, long-term partnerships with individuals and businesses. When we commit, we commit fully — we don’t change the rules when times get tough. That’s why so many of our customers have stayed with us over more than 40 years.”

While athletics remains the crown jewel of the Olympics, it now finds itself fighting for coverage outside that four-year window.

However, the emergence of Hodgkinson, along with established stars like Dina Asher-Smith, Daryll Neita and Katarina Johnson-Thompson, gives it an opportunity to reassert itself within the British sporting calendar outside the Olympics.

That is certainly the view of Lindsay, with a five-year sponsorship deal reflecting Novuna’s belief in the sport.

She added: “Athletics is a sport on an upward trajectory, it’s had a few tough years, but we’ve got some phenomenal athletes who are inspiring the next generation and we’re proud to be part of that journey.

“For us, the partnership is about more than having the brand in stadiums — it’s about genuine support. That’s why we were so keen not only to be the title partner on major UK events, but also to have our name on the GB kit. To see the team competing as the Novuna GB & NI Athletics Team is something we’re incredibly proud of.

“Looking ahead to Tokyo, we see a huge opportunity to showcase the stories, the effort and the emotions that sit behind the performances. For us, it’s about drawing that parallel with our customers — showing that whether in sport, business or life, it takes dedication and belief to achieve your goals. That’s what we want this sponsorship to communicate, and why it feels like such a natural fit for Novuna.”

Together, we make the important things happen – on the track, in business and in life. As a trusted finance partner, Novuna helps millions of people and businesses everyday across the UK achieve their goals. Find out more @_novuna and https://www.novuna.co.uk/