Athletic Ventures is a joint venture comprising of British Athletics (BA), The Great Run Company (GRC) and London Marathon Events (LME) created to transform the future and growth of athletics in the UK and to deliver major athletics events.

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GRC organises The Great North Run, the world’s biggest half marathon, and an annual programme of running and open water swimming events across the UK. LME organises the London Marathon, the most popular marathon on the planet and the world’s biggest annual one day fundraising event, in addition to a range of running events and Swim Serpentine.

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In combination with BA, the governing body for the sport of athletics in the UK, the three organisations are collaborating to jointly galvanise the commercial potential of the sport, offering opportunities from grassroots activities to national events, in an innovative ‘playground to podium’ sponsorship programme.

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Athletic Ventures organises the world's biggest Diamond League event: the annual Novuna London Athletics Meet, alongside the annual national championships: the Novuna UK Athletics Championships and the Novuna UK Athletics Indoor Championships.