Next stop: British outdoor championships. The Novuna Champions Zone is hitting the road.

The Novuna UK Athletics Outdoor Championships is one of the biggest weekends in the British Athletics calendar. Thousands of fans. Elite competition across track and field. And right in the middle of it, the Novuna Champions Zone, our experiential activation for the consumer finance giant. 

In case you missed the news at the time, here’s a quick recap. 

The Novuna UK Athletics Indoor Championships at Birmingham’s Utilita Arena was where the Champions Zone made its debut. Brought in by Rocket Sports on behalf of Novuna, we were tasked with turning a headline sponsorship into something fans could actually get their hands on – not just a logo they’d clock once and walk past. 

The answer was a gamified experiential activation comprised pf three challenge stations built around the core disciplines that make athletics what it is – running, jumping and throwing. You can getthe full lowdown in our case study here. 

Over two days, more than 2,600 people took part. A good few came back for second and third attempts. Men’s 200m champion Jeremiah Azu even got involved. As did Paralympic high-jump star Jonathan Broom-Edwards. 

Now, it’s heading outdoors. 

Alexander Stadium in Birmingham is a different beast to the Utilita Arena – bigger crowd, open air, another full weekend of elite track and field. But we designed the Champions Zone to scale with it. Same concept, same craft, same ask of every fan who walks through the gate: don’t just watch. Have a go. 

Doors open 11:30 on Saturday 20th and Sunday 21st June. If you fancy getting a ticket, you can do so here. Hopefully see you there!