Birmingham 2026 organisers are delighted to announce Sagres as the Official Beer and 0% Beer of the European Athletics Championships Birmingham 2026, bringing one of Europe's most iconic beer brands to the continent's premier athletics event.
The European Athletics Championships is set to take place for the first time ever in the UK, bringing Europe's top athletes to Birmingham for a week of world class athletics from 10-16 August 2026. Sagres and Sagres 0.0% will be available throughout the Championships, giving fans the opportunity to celebrate one of Europe's greatest sporting moments while enjoying a range of premium beer and alcohol-free beer options.
Sagres is one of Portugal's most celebrated beer brands, renowned for its brewing heritage, quality and passion for bringing people together. Alongside Sagres, Sagres 0.0% offers consumers a refreshing alcohol-free alternative that delivers great taste for any occasion, ensuring there's a choice for every fan in the stadium.
The partnership reflects a shared celebration of European sporting passion, quality and togetherness, with Sagres's spirit of adventure and achievement aligning naturally with the excitement of world-class athletics. With Sagres 0.0% offering choice and inclusivity alongside the flagship range, the partnership also underlines a joint commitment to responsible enjoyment throughout the Championships.
Cherry Alexander, Championship Director for Birmingham 2026, said:
"We're delighted to welcome Sagres as the Official Beer and 0% Beer of the European Athletics Championships Birmingham 2026. Sagres brings such a rich heritage of quality and togetherness, and it's a brand that truly understands the passion European sport inspires.
"With Sagres and Sagres 0.0% available throughout the Championships, fans will have real choice in how they celebrate, and we're excited to work with Sagres to bring that spirit of celebration to Birmingham this summer."
John Price, Head of Marketing at Kingfisher Drinks, said:
"We're incredibly proud that Sagres has been named Official Beer and 0% Beer of the European Athletics Championships Birmingham 2026. Sagres has always been about bringing people together to celebrate great moments and as a sponsor of Benfica and the Portuguese National Team, the brand knows all about sporting excellence. With Sagres and Sagres 0.0% available, we want everyone in the stadium to be able to raise a glass to the achievements they're witnessing, whether it’s a Portuguese Gold Medal or not.”
The European Athletics Championships will bring world-class athletes from across the continent to Birmingham from 10-16 August 2026. With European titles on the line, the competition is set to be one of the most exciting and prestigious sporting events of the year.