Athletic Ventures signs Vita Coco as Official Hydration Partner for the Novuna UK Athletics Championships

Athletic Ventures signed Vita Coco as the Official Hydration Partner for the Novuna UK Athletics Championships which took place at Birmingham’s Alexander Stadium this weekend 2-3 August 2025.

This latest agreement follows the recently announced headline partnership with Novuna and a renewed broadcast deal with the BBC, continuing a run of positive commercial news for the sport in the build-up to a pivotal summer for British athletes. The new partnership with Vita Coco builds on the brand’s growing investment in athletics, including its current collaboration with Zharnel Hughes, Britain’s fastest man, who continues to “Refresh Like An Athlete” this summer.