{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/66ba369ffa05c89378e8b46f/688b75b9be8bca0ca2f99854?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Inside the Deal: Novuna sponsorship deal ushers in a new era for UK athletics","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/66ba369ffa05c89378e8b46f/1753969922804-d827b9d4-ec74-40ac-86b6-d0e70e635c6d.jpeg?height=200","description":"<p><strong>Welcome to Inside the Deal, the podcast which gets under the hood of the most interesting deals taking place in the global sports industry.</strong></p><p><br></p><p>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.</p><p><br></p><p><strong>You can subscribe to The SportBusiness Podcast on </strong><a href=\"https://podcasts.apple.com/gb/podcast/the-sportbusiness-podcast/id1804579275\" rel=\"noopener noreferrer\" target=\"_blank\"><strong>Apple Podcasts</strong></a><strong>,</strong><a href=\"https://open.spotify.com/show/4Vsc2tHkTF8hxm4w3UFEEX\" rel=\"noopener noreferrer\" target=\"_blank\"><strong> Spotify</strong></a>, <a href=\"https://music.amazon.co.uk/podcasts/b3420d4a-5387-4e2e-bf43-f88e859c00c2/the-sportbusiness-podcast\" rel=\"noopener noreferrer\" target=\"_blank\"><strong>Amazon Music</strong></a> <strong>and</strong> <a href=\"https://www.youtube.com/@sportbusiness_group\" rel=\"noopener noreferrer\" target=\"_blank\"><strong>YouTube</strong></a>.</p><p><br></p><p><strong>Enter SBPODCAST30 at checkout for monthly and annual </strong><a href=\"http://sportbusiness.com/\" rel=\"noopener noreferrer\" target=\"_blank\"><strong>SportBusiness.com</strong></a><strong> subscriptions for a 30-per-cent discount </strong><a href=\"https://www.sportbusiness.com/subscription-options/\" rel=\"noopener noreferrer\" target=\"_blank\"><strong>here</strong></a><strong>.</strong></p><p><br></p><p><strong>Host</strong>: Frank Dunne</p><p><strong>Contributor</strong>: Matthew Glendinning</p><p><strong>Editor</strong>: Lumi Lehmuskallio</p><p><br></p><p><strong>Sources:</strong></p><p>1.&nbsp;<a href=\"https://media.sportbusiness.com/news/exclusive-spl-rights-set-to-switch-hands/\" rel=\"noopener noreferrer\" target=\"_blank\">EXCLUSIVE: SPL rights set to switch hands | SportBusiness Media</a></p><p>2.&nbsp;<a href=\"https://media.sportbusiness.com/news/srmgs-thmanyah-nets-spl-exclusivity-to-2031/\" rel=\"noopener noreferrer\" target=\"_blank\">SRMG’s Thmanyah nets SPL exclusivity to 2031 | SportBusiness Media</a></p><p>3.&nbsp;<a href=\"https://media.sportbusiness.com/2025/06/50-per-cent-uplift-for-saudi-pro-league-in-surprise-rights-award/\" rel=\"noopener noreferrer\" target=\"_blank\">50-per-cent uplift for Saudi Pro League in surprise rights award | SportBusiness Media</a></p><p>4.&nbsp;<a href=\"https://media.sportbusiness.com/2023/09/international-sales-push-saudi-pro-league-towards-100m-annual-media-rights-income/\" rel=\"noopener noreferrer\" target=\"_blank\">International sales push Saudi Pro League towards $100m annual media rights income | SportBusiness Media</a></p><p>5. <a href=\"https://media.sportbusiness.com/news/exclusive-img-to-distribute-saudi-pro-league-international-rights-following-ronaldo-arrival/\" rel=\"noopener noreferrer\" target=\"_blank\">EXCLUSIVE: IMG to distribute Saudi Pro League international rights following Ronaldo arrival | SportBusiness Media</a></p><p>6.&nbsp;<a href=\"https://media.sportbusiness.com/news/dazn-mena-focal-point-of-1bn-surj-investment/\" rel=\"noopener noreferrer\" target=\"_blank\">DAZN MENA focal point of $1bn SURJ investment | SportBusiness Media</a></p>","author_name":"SportBusiness"}