Inside the Deal: Novuna sponsorship deal ushers in a new era for UK athletics

Welcome to Inside the Deal, the podcast which gets under the hood of the most interesting deals taking place in the global sports industry.This week, Frank Dunne and Matthew Glendinning take a deep dive into the new five-year sponsorship deal between financial services company Novuna and Athletic Ventures, looking at Novuna’s reasons for targeting athletics and asking what the deal means for the financial health of the sport in the UK.You can subscribe to The SportBusiness Podcast on Apple Podcasts, Spotify, Amazon Music and YouTube.Enter SBPODCAST30 at checkout for monthly and annual SportBusiness.com subscriptions for a 30-per-cent discount here.Host: Frank DunneContributor: Matthew GlendinningEditor: Lumi LehmuskallioSources:1. EXCLUSIVE: SPL rights set to switch hands | SportBusiness Media2. SRMG’s Thmanyah nets SPL exclusivity to 2031 | SportBusiness Media3. 50-per-cent uplift for Saudi Pro League in surprise rights award | SportBusiness Media4. International sales push Saudi Pro League towards $100m annual media rights income | SportBusiness Media5. EXCLUSIVE: IMG to distribute Saudi Pro League international rights following Ronaldo arrival | SportBusiness Media6. DAZN MENA focal point of $1bn SURJ investment | SportBusiness Media Hosted on Acast. See acast.com/privacy for more information.