has turned to the organisers of The London Marathon and the Great North Run to help them navigate their way out of a financial crisis.
Called Athletic Ventures, the new three-way partnership will attempt to transform the "future and growth" of athletics in the UK. "You end up having a relatively constrained organisation, trying to do these big bold exciting projects with a relatively high level of risk, that gets difficult." Key to future financial success is finding sponsors and securing major broadcast partners so the sport and its athletes get a bigger profile - rather than just once every 4 years at the Olympic Games.
Running Athletics
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