Acronis TRU Security Gala 2025 set the tone in London
On November 25, industry leaders gathered at Fulham Pier in London for the Acronis TRU Security Gala 2025. The event combined business insights with networking in one of London's most iconic settings on the River Thames. During the day, Acronis MSP and Acronis Threat Research Unit their latest findings on emerging cyber threats while partners and Acronis management shared success stories and strategic perspectives. Technology Reseller Magazine was on hand to follow the developments and get a first-hand insight into the message behind this year's edition.
Strong morning sessions provided clear direction for the MSP market
The first session of the day was a quick energiser. MSP partners were treated to in-depth technical briefings, market insights and relevant industry data that reflected the challenges and opportunities now characterising the UK MSP sector. Discussions ranged from growing customer demands and rising operating costs to how partners can strengthen their business model in a rapidly changing market. The evening concluded with an elegant gala dinner where innovation, leadership and strong performance were recognised. With the Thames as a backdrop, Acronis’ message of long-term focus and dedication to partner success was reinforced.
Ronan McCurtin explains how elite sport is shaping the next step for MSP development
At Fulham FC's Riverside Stand, Technology Reseller met Ronan McCurtin RVP EMEA at Acronis. The conversation quickly turned to how the company's involvement in elite sports is changing the way it works. MSP partners. What once began as a pure branding effort has now evolved into a strategic model where the discipline focus and performance culture of sports are woven together with practical business support for MSP operations.
Acronis TeamUp Program creates true partner value
This development is most clearly seen in Acronis TeamUp Program which was launched in 2016 together with the Formula 1 team Toro Rosso. Since then, it has grown into an entire ecosystem with more than 60 clubs in football, rugby, basketball, ice hockey and motorsport. In the UK, Acronis collaborates with Fulham, Manchester City, Brentford and Harlequins, among others. However, TeamUp is about much more than logo displays. It is a channel-driven initiative where MSP partners deliver Acronis technology to the clubs, giving them a strong reference customer and completely new commercial opportunities. Acronis MSP partners see TeamUp as a strategic tool that strengthens their position in the market.
Support for MSP partners that extends far beyond technology
McCurtin lifted at the same time MSP The changing needs of the segment. Many partners are technically strong but increasingly need help with pricing strategies, marketing and long-term business development. To address this, Acronis has expanded its Value Add Program with business planning workshops, pricing calculations, go-to-market support and consulting that help MSP companies identify their strengths and define their most profitable customer profiles. This strengthens the partners' ability to scale their services and increase their competitiveness. This gives Acronis MSPs a clearer framework for how they can develop their businesses more effectively.
A broader technical platform with a vendor-neutral strategy
Acronis continues to expand its technology platform, which today includes more than 20 built-in services and hundreds of integrations. The company adheres to a vendor-neutral strategy, making it easier for MSP partners to work with a variety of tools and systems. Whether a partner uses NinjaOne for RMM or SentinelOne For EDR, Acronis focuses on orchestrating protection and centralized management in multi-vendor environments.
AI takes the MSP market to the next level
According to McCurtin, artificial intelligence will play a central role in the future of the MSP industry. MSP partners already have vast amounts of data, but few have the opportunity to fully utilize it. AI opens the door to identifying risks, automating marketing activities, anticipating customer needs, and creating insights that were previously unavailable. AI will be one of the most important tools for Acronis MSP in the coming years.
The plan for 2026 strengthens cybersecurity and cost-effective infrastructure
Acronis plans to deepen its integration with Virtuozzo in 2026 to offer cost-effective infrastructure to MSP partners. Enhanced protection for Microsoft 365 and a broader set of cybersecurity services are also central to the company's roadmap, with the goal of providing MSP partners with more robust services, greater efficiency, and stronger competitive advantages.
The mindset of elite sports becomes a competitive factor for the entire MSP ecosystem
From football stadiums to racetracks, elite sports have become part of Acronis' strategy to strengthen partner relationships and create clearer business value. By combining technology, business coaching, and program support, Acronis MSP helps companies sharpen strategy, improve service quality, and grow with confidence.
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