Long before the first athlete steps onto the track the visual identity of the Birmingham 2026 European Athletics Championships will already be set in motion across the venue.
From the gates to the finish line, hundreds of technical officials and local volunteers will form a vibrant, unified face for the event, outfitted from head to toe in technical apparel designed by Spanish sportswear powerhouse Joma.
As the visible front of house for the entire event, these two groups embody the welcoming spirit of the championships. Fittingly, their visual identity and technical apparel have been designed by a brand whose corporate culture mirrors that exact sense of personal connection.
As the first flagship outdoor event of European Athletics’ historic 2025–2028 multi-year deal with Joma, Birmingham 2026 represents a major evolution in sports marketing.
Far beyond simply equipping the workforce, the deal reflects a shared strategy built on long-term vision, cultural authenticity and deep integration into the host city.
Hands-On Approach to Continental Sport
In a global sports apparel market dominated by massive corporate conglomerates, Joma stands apart as a fiercely independent, family-owned business. That unique organisational structure directly shapes how the company manages major international sponsorships.
A core characteristic of the brand is its close personal proximity to all commercial partners. These internal family values carry over into the day-to-day management of their sponsorships.
From the very beginning of the project, Joma worked shoulder-to-shoulder with both European Athletics and the Local Organising Committee to develop a joint line of kit that satisfies operational needs, while reinforcing the brand's technical reputation in athletics.
This close-knit collaborative approach is further reinforced by the stability of a long-term, federation-wide agreement. In the past, individual host cities were forced to scramble for fragmented, one-off kit deals late in the planning cycle.
By contrast, Joma's multi-year commitment allows for extensive forward planning. Work on the Birmingham 2026 project began well over a year in advance, giving the brand ample time to carefully design every aspect of its event presence, including a dedicated brand hospitality house, retail stands, press events and athlete initiatives.
This repeated, consistent presence across major European championships naturally conditions sports fans to associate Joma directly with European Athletics and elite performance.
Style Built for Endurance
The visual design of the Birmingham 2026 workforce apparel draws directly from the host city itself. Developed in close coordination with the local organisers, Joma created a vibrant, colour-rich aesthetic that incorporates iconic local elements alongside subtle track motifs.
Beyond celebrating local pride, the primary practical goal for the technical officials' and volunteers' kit is instant recognition, ensuring staff stand out clearly both for stadium crowds and broadcast television audiences.
However, while elite sprinters require performance gear for mere seconds on the track, event staff endure grueling 8-to-12-hour shifts in unpredictable British weather. To handle those demands, Joma engineered every piece of apparel with long-haul comfort at its core.
All workforce shirts are made from a lightweight, technical polyester similar to the fabric Joma uses for high-level road races. This material guarantees complete freedom of movement and offers a cool, comfortable fit during warm weather.
The ultimate goal is to provide gear that staff genuinely enjoy wearing rather than using out of obligation, with the ultimate measure of success being volunteers who continue using their Joma apparel long after the championships conclude.
Expanding the Footprint in a Key Market
For Joma, Birmingham 2026 serves as a major strategic launchpad within the United Kingdom, a market where the company has invested heavily in expanding its commercial network. Having built a solid foundation in British football through partnerships with clubs such as Brentford, Norwich City and Swansea City, the brand is now focused on cementing its technical reputation in UK track and field.
The championship stage builds on Joma's existing British athletics footprint, which includes national federation sponsorships of Welsh and Scottish Athletics, alongside a roster of elite British athletes such as Josh Faulds, Aleeya Sibbons and Alex Haydock-Wilson. Looking ahead, the brand aims to build on this momentum by sponsoring major UK road races and expanding customer reach through its high-performance competition footwear.
Bringing the Brand to Life Trackside
Spectators visiting Alexander Stadium will experience Joma’s presence far beyond the trackside uniforms. The brand is setting up two dedicated retail stands featuring interactive fan games, digital activations and exclusive promotional offers throughout the venue.
By combining deep-rooted family values, thoughtful kit engineering and a long-term commitment to European Athletics, Joma is proving that a partnership can be as functional as it is fashionable, starting from the ground up in Birmingham.