UK Athletics has partnered with the organizers of the London Marathon and the Great North Run to establish Athletic Ventures, aiming to manage major events and attract new commercial partners following a significant financial loss.
UK Athletics has announced a new partnership with the organizers of the London Marathon and the Great North Run, creating Athletic Ventures in response to a financial crisis marked by a £3.7 million loss in 2023. This collaboration aims to revitalize UK athletics by overseeing major events like the 2026 European Athletics Championships and the UK’s annual Diamond League event, with a long-term goal of hosting the World Athletics Championships in 2029.
Athletic Ventures will seek to attract new commercial partners, following a period of declining revenues and the absence of a title sponsor since 2022. UK Athletics Chief, Jack Buckner, described this initiative as a transformative effort to rejuvenate the sport in the UK. World Athletics President, Lord Sebastian Coe, also voiced support for the venture, stressing the importance of innovation and partnerships in enhancing the sport’s appeal.
In a related development, Sebastian Coe announced the introduction of $50,000 prize money for Olympic gold medallists in track and field, generating debate over the potential impact on the spirit of the Olympics. Critics have expressed concern that this move towards commercialization could undermine the traditional values of the games.
Additionally, UK Athletics has faced scrutiny over its selection of sprinter CJ Ujah for the relay squad despite his past drugs ban. CEO Jack Buckner defended this decision, emphasizing adherence to World Athletics rules and the importance of professionalism in handling such situations. Ujah, who was banned after a failed drug test following the Tokyo Olympics but later cleared of intentional doping, will be allowed to compete if he qualifies.
