Sportswear brand Joma has been announced as an official sponsor of the 2026 European Athletics Championships, which take place at Birmingham’s Alexander Stadium from 10-16 August.
As part of its agreement with European Athletics, the Spanish brand will provide the official kit for the event’s staff, officials and volunteers, ensuring the workforce behind the championships is equipped throughout the week.
To mark the occasion, Joma has created a bespoke collection inspired by Birmingham itself. The designs feature illustrations of some of the city’s best-known landmarks, including the Library of Birmingham, Bullring, Millennium Point, The Cube, Birmingham Cathedral, the Jewellery Quarter and Alexander Stadium.
The collection has been designed to celebrate Birmingham’s architecture, industry, green spaces and cultural diversity while giving the championships a distinctive local identity.
The sponsorship continues Joma’s growing involvement in athletics. The brand is already the official technical sponsor of European Athletics and supplies kit to several national federations, including Wales and Scotland, as well as supporting elite athletes and major road races across Europe.
The European Athletics Championships return to the UK next month and will see the continent’s best athletes compete across track and field events at Alexander Stadium.
