technologyreseller.co.uk 27 can orchestrate it. The aim is to protect all systems, data and applications however the MSP prefers to deliver that.” AI: unlocking growth opportunities Acronis already uses AI extensively in its platform to boost automation, performance and productivity and is now looking to leverage it to improve the competitiveness of its partners as well. As McCurtin says: “Efficiency improvements will happen in the background. The real opportunity is in helping MSPs grow.” To this end, Acronis is developing AI-driven features that highlight risks and service gaps within customer environments, automate targeted marketing campaigns based on real usage and risk data, support regulatory compliance (particularly in managing documented opt-outs) and enable account-based marketing at scale, allowing MSPs to tailor messaging to specific sectors. “MSPs are sitting on a wealth of actionable data,” says McCurtin. “AI will finally make it usable.” Looking ahead: infrastructure, 365 and deeper cyber integration While Acronis is keeping much of its 2026 roadmap confidential, one development highlighted by McCurtin is a deepening the company’s collaboration with Virtuozzo, which powers Acronis’ global infrastructure. As rising VMware/Broadcom costs push MSPs to explore alternative platforms, Acronis is working with Virtuozzo to create more economical infrastructure options, complementing its ongoing enhancements to Microsoft 365 protection, cybersecurity services and third-party integrations. From Premier League partnerships to platform expansion, Acronis is applying the principles of elite sport – data-driven insight, strategic planning and performance optimisation – to the MSP channel. For partners navigating a landscape shaped by consolidation, regulation and rising customer expectations, the combination of high-performance technology and structured business support may prove decisive. www.acronis.com variety of initiatives, including the Acronis Academy’s extensive education and certification offering, Acronis launched a Value Add Programme to provide assistance in other areas. These include: Strategic Pricing and Margin Analysis – Workshops and consultations help MSPs refine their pricing models and understand profitability across service lines; Five-Year Business Planning – With increased M&A activity, Acronis encourages MSPs to consider long-term strategies, such as scaling, specialisation or preparation for acquisition; Go-to-Market Support – Structured marketing and sales enablement resources help partners identify their strengths and target the right verticals; and Value Identification – “Every MSP has a unique value, but often they don’t see it themselves,” notes McCurtin. “Helping them recognise and articulate that is a core part of our engagement.” A platform built for choice, not lock-in Acronis started out providing backup solutions for home users but over the last 22 years has created a complete cyber protection platform for MSPs featuring more than 20 native services and over 300 integrations. Platform strengths include: Unified cyber protection, combining security, backup, disaster recovery, DLP, XDR and email filtering under a single interface; Billing automation, with support for WHMCS, HostBill and other industry tools; Immutable, compliant storage, isolated per tenant; Flexible consolidation, supporting MSPs that prefer a multi-vendor approach as well as those pursuing a single-stack model. Importantly for MSPs, the platform is vendor‑neutral rather than prescriptive. “We don’t insist on exclusivity,” says McCurtin. “If a partner is committed to NinjaOne, SentinelOne or a third-party email security suite, the Acronis platform Acronis’ involvement in professional sport began nearly a decade ago with its sponsorship of the Formula 1 racing team Scuderia Toro Rosso, now known as Racing Bulls. As part of the relationship, Toro Rosso adopted Acronis technology to safeguard critical racing data, establishing a template for partnerships rooted in practical value that has guided Acronis ever since. Today, the global Acronis TeamUp Programme covers more than 60 clubs and franchises, spanning football, rugby, basketball, ice hockey and motorsport. In the UK, this includes relationships with rugby legends Harlequins and the Fulham, Manchester City and Brentford football clubs. Crucially, it also relies on the involvement of channel partners, for as Acronis RVP EMEA Ronan McCurtin explains, after launch TeamUp quickly evolved from a brand visibility initiative into a partner enablement programme. “TeamUp became a channel-first model. Our partners deliver the technology to the club as the official cyber delivery provider and in return they gain a powerful reference, visibility and access to new networks. It strengthens their credibility in a competitive market.” For partners such as EveryCloud, the cyber delivery provider at Fulham FC, gaining access to corporate audiences, event rights, hospitality packages and a high-profile case study can be transformative. Supporting MSPs beyond technology For Acronis itself, exposure to the performance principles of elite sport through TeamUp has had a big influence on how it supports and develops MSP partners, encouraging it to place ever more emphasis on support and enablement. “In early 2025 we recognised that asking partners to grow consumption on their own wasn’t enough,” says McCurtin. “Most MSPs are technically excellent, but marketing, pricing and business planning aren’t their core strengths. They need guidance, not pressure.” Building on its existing partner programme, which enables MSPs to strengthen their capabilities through a With its emphasis on collaboration and teamwork, the Acronis TeamUp programme reflects the vendor’s overall approach to partner enablement, as Technology Reseller discovered when it met up with Ronan McCurtin at Fulham FC’s new Riverside Stand A winning strategy PARTNERSHIPS Ronan McCurtin
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