With just over three months to go until the Birmingham 2026 European Athletics Championships, European Athletics and the Local Organising Committee welcomed more than 40 representatives from the official partners to a dedicated Sponsor Workshop at Alexander Stadium on 23 April.
The workshop marked a key milestone in preparations for the championships, which will take place in Birmingham from 10–16 August, bringing together partners and suppliers for a comprehensive preview of the event’s operational, commercial, and fan engagement plans.
Aligning Partners Ahead of a Landmark Event
Representatives from Official Partners including SPAR, JOMA, Le Gruyère, Toyo Tires, and Würth MODYF were joined by Official Suppliers such as Conica, Polanik, Scoreplay, Eventim and Birmingham Airport.
The workshop provided a unique opportunity for stakeholders to align on activation plans, logistics, and shared objectives for what is set to be one of Europe’s premier sporting events of 2026.
Star Power Opens the Day
The day began with a special guest appearance from three of Britain’s most recognisable athletics figures — Colin Jackson, Katharine Merry, and Adam Gemili — who shared insights on the athlete experience and the importance of major championships for the sport’s growth and visibility.
Their contributions set the tone for a day focused on collaboration, innovation, and delivering a world-class event for athletes, partners, and fans alike.
Inside the Championships Experience
Atendees were taken on a guided stadium tour, offering a behind-the-scenes look at the iconic venue that will host the championships this August.
Workshops and presentations throughout the day covered a wide range of operational and commercial topics, including:
- Event status and key milestones
- Logistics and venue operations
- Ticketing strategy and fan engagement
- Protocol and social programmes
- European Athletics Club and hospitality experiences
- Market Square and Medal Plaza activations
- Volunteer programme planning
- Brands and rights delivery
- Promotional campaigns and brand activations
- Official merchandising
Driving Commercial Impact Through Collaboration
The workshop highlighted the central role of partners in shaping the championships experience, from fan engagement zones to broadcast visibility and on-site activations.
Charles Braun, Marketing & Commercial Director at European Athletics, emphasised the importance of early alignment: “Bringing our partners together at this stage is crucial to ensuring we deliver a cohesive and impactful championships.
"The energy and ideas shared in Birmingham demonstrate the strength of our commercial programme and the collective ambition to create memorable experiences for fans while delivering real value for our partners.”
Building Momentum in Birmingham
For the Local Organising Committee, the workshop was another step in building momentum ahead of August.
Rob Borthwick, Chief Operating Officer of the Birmingham 2026 Local Organising Committee, highlighted the significance of hosting partners at the competition venue: “Welcoming our partners to Alexander Stadium allows them to truly visualise how the championships will come to life this summer.
“Birmingham has a proven track record of hosting world-class events, and working closely with European Athletics and our commercial stakeholders ensures we are on track to deliver an outstanding championships for athletes, spectators, and the city alike.”
Looking Ahead
With planning entering its final phases, the Sponsor Workshop underscored the collaborative effort behind staging a major international event of the scale of the European Athletics Championships— where sporting excellence meets commercial innovation.
As the countdown continues, Birmingham is preparing to welcome Europe’s best athletes, alongside partners ready to bring the championships to life both inside and beyond the stadium.